In today’s business environment, traditional annual planning cycles are increasingly insufficient. Markets shift rapidly, new competitors emerge unexpectedly, and technological disruptions can upend entire industries in a matter of months. This increasing turbulence requires organizations to be more agile and adaptive than ever before. But in this environment, annual plans, set with the best of intentions at the start of the year, often become obsolete before being fully implemented.
This year can be different. Rather than letting that new-year energy fade and old habits re-emerge, you can channel it into creating sustainable, long-term momentum. The key lies in implementing a systematic approach — the Momentum 90-Day Sprint Framework — that maintains focus and drives results through the first exciting weeks of January and quarter after quarter throughout the year.
Understanding the Momentum Framework
The Momentum Framework works by breaking annual strategies into dynamic 90-day sprints. This approach represents a fundamental shift from yearly rigid planning to a more responsive model that enables organizations to adapt while maintaining strategic direction. Rather than trying to predict and plan for an entire year, leaders focus on shorter horizons where visibility is clearer and adjustment is easier.
The framework is organized around two powerful tools: Objectives and Key Results (OKRs) and the RASCI accountability matrix.
OKRs provide the foundation for each sprint by combining ambitious objectives with measurable results. Rather than setting vague goals, leaders define up to five clear objectives, each with three to five specific key results. For example, instead of “improve customer satisfaction,” an objective might be “Become the trusted leader in customer success,” with measurable results like achieving specific NPS scores or response times.
The RASCI matrix (Responsible, Accountable, Supportive, Consulted and Informed) ensures crystal-clear accountability for each initiative. Every key result has a designated “Sprint Driver” who is ultimately accountable for its success. This responsible individual is supported by clearly defined roles for other team members. This clarity eliminates confusion and accelerates execution.
Launching your first sprint in 2025
While Momentum drives results in any quarter, the first three months of 2025 provide an ideal launching point. Teams are naturally energized and ready to embrace new challenges. The traditional fresh-start mindset creates openness to new ways of working. The clean break of a new year offers the perfect opportunity to introduce a more disciplined approach to execution that will sustain momentum long after the initial enthusiasm fades.
Your first sprint should begin with a clear-eyed assessment of your current situation and operating environment. This isn’t just an internal review — it’s a comprehensive evaluation of market conditions, competitive dynamics and emerging opportunities or threats. This broader perspective helps ensure your objectives remain relevant even as conditions change.
With this understanding, establish your first set of OKRs. These should balance ambition and achievability while maintaining flexibility to adapt to changing circumstances. The key is selecting objectives that matter even if conditions shift — core customer needs, operational excellence or capability building that will create value regardless of how the market evolves.
Immediately follow the OKR setting with RASCI mapping. In turbulent times, clear accountability becomes even more critical. Every key result needs its Sprint Driver, and every team member should understand exactly how they contribute to success. This clarity enables faster decisions and more rapid adaptation when circumstances change.
The power of regular reviews
In dynamic environments, waiting for quarterly reviews isn’t enough. The Momentum Framework establishes a rhythm of regular check-ins that enable continuous adjustment while maintaining overall direction. Bi-weekly reviews focus on:
- Progress toward key results
- Changes in the operating environment
- Emerging opportunities or threats
- Resource allocation and priorities
- Coordination across initiatives
These frequent touchpoints allow teams to spot challenges early and quickly adjust while ensuring that short-term adaptations don’t compromise longer-term objectives.
The critical end-of-sprint review
As your first quarter draws to a close, the “Review and Renewal” session takes on particular importance. This isn’t just about scoring results — it’s a structured opportunity to:
- Evaluate the framework’s effectiveness
- Refine how you set and track OKRs
- Adjust RASCI assignments based on learned experience
- Identify systemic issues that need attention
- Reset objectives while maintaining momentum
This session sets the tone for how the framework will operate throughout the year. Be particularly attentive to what worked well and what needs adjustment.
Building sustained momentum
While Q1 2025 provides an ideal starting point, the framework’s real power emerges through consistent application across multiple sprints. Each quarter builds organizational muscle memory around:
- Setting clear, adaptable objectives
- Maintaining accountability under pressure
- Making rapid yet thoughtful adjustments
- Learning systematically from experience
Over time, this creates a “momentum engine” that drives performance while enabling the agility needed in turbulent times.
Looking forward
As you prepare for 2025, familiarize yourself with the Momentum Framework. It offers more than just a way to maintain new-year energy; it provides a systematic approach to driving performance in an increasingly unpredictable business environment. Establishing these disciplines in Q1 and maintaining them throughout the year creates the foundation for sustained success regardless of how conditions evolve.
The key is not to create a perfect prediction or rigid plans but to build an organization capable of maintaining momentum while adapting to change. Make 2025 the year you master this critical capability through the proven disciplines of the Momentum Framework.
Opinions expressed by SmartBrief contributors are their own.
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