Annual planning cycles, once the bedrock of strategic foresight, often leave organisations ill-prepared to pivot when sudden changes arise. A 90-day planning process, however, offers an adaptable, learning-focused approach suited to today’s dynamic landscape, providing a steady rhythm of goal setting, execution, and strategic review.

The Momentum 90-Day Sprint methodology presents a framework designed specifically to help startups navigate turbulence by learning, adapting, and progressing in manageable intervals. Developed from my work on transition acceleration, this approach breaks down overarching strategic goals into focused, actionable steps that can be revisited and realigned every three months. Here’s why this structure works so well for startups and what leaders should prioritise in their 2025 strategies.

The power of short-term planning for long-term gains

The Momentum framework’s core lies in 90-day sprints, each of which includes setting ambitious objectives, assigning clear accountabilities, conducting regular check-ins, and concluding with an evaluative review. These structured cycles enable startups to react swiftly to market shifts, assess progress, and make course corrections well before minor setbacks grow into larger, mission-impeding issues. In the age of AI and rapid technological evolution, startups benefit from this “learn-and-pivot” model, building organisational resilience, and a culture of continuous improvement.

Here’s how a 90-day planning process helps leaders adapt faster and achieve significant milestones in less time:

1. Focus and clarity: in each 90-day period, leaders define a small set of key objectives that align with the startup’s overarching vision. This concentrated focus prevents resource drain and minimises distractions. For example, a startup’s quarterly objective might centre on achieving a specific customer retention rate, which involves setting clear benchmarks like reducing response times or enhancing user engagement
2. Productive urgency: a three-month timeframe creates a sense of urgency. Startups can’t afford to defer essential actions or settle into complacency. Unlike annual plans, which often see a lull in the early months, a 90-day structure promotes a steady rhythm of action and accountability, inspiring teams to act decisively and purposefully. This pace also aligns with agile development cycles common in tech and AI-driven startups, reinforcing the habit of rapid iteration
3. Adaptability and learning: startups are inherently experimental. Each sprint concludes with a structured review, allowing teams to assess their progress and recalibrate objectives based on new insights. In a 2025 business landscape influenced by AI, supply chain disruptions, and shifting customer behaviours, adaptability isn’t optional. Each sprint offers a built-in opportunity to pause, reflect and refine strategies before launching into the next cycle, making adaptation a core component of the growth process

Practical steps for implementing 90-day sprints

For a startup aiming to integrate the Momentum 90-Day Sprint methodology, it’s essential to follow these actionable steps:

Define ambitious, measurable objectives (OKRs)

Start each sprint by setting Objectives and Key Results (OKRs) that are both bold and quantifiable. OKRs clarify the “what” of the sprint – clear targets that inspire action but remain grounded in achievable metrics. For instance, a fintech startup might set a quarterly objective to "Become the leader in customer response time within our market segment," measured by reducing average response time to under 30 minutes and achieving an NPS score above 75. Aim for OKRs that stretch capabilities without sacrificing achievability – meeting 70% of a stretch goal is often considered a success in high-growth environments.

Assign key initiatives and accountabilities

With OKRs defined, identify the critical projects or tasks (key initiatives) to achieve these goals. Each initiative should have a designated "Sprint Driver," an accountable individual who ensures that the project remains on track. To support this, use a RASCI matrix, a tool that clarifies the specific roles of all stakeholders involved – who is Responsible, Accountable, Supportive, Consulted, and Informed for each initiative. This step minimises ambiguity, enhances coordination, and ensures everyone understands their role in delivering the sprint’s objectives.

Conduct regular check-ins

Check-ins every two to four weeks enable startups to troubleshoot issues in real-time, maintain alignment, and ensure continued momentum. These sessions provide a structured opportunity to address any emerging roadblocks, reallocate resources if necessary, and keep the team focused. For startups, where resource constraints and rapid shifts are common, these check-ins are critical for maintaining both momentum and morale.

Review, reflect, and realign

At the end of each sprint, conduct a thorough review to celebrate achievements, address shortfalls, and extract lessons learned. This isn’t just about evaluating success against targets; it’s a time to ask strategic questions: Is the startup’s vision still aligned with market trends? Are we positioned well against competitors? What can we adjust to better serve our customers? These insights fuel the next sprint, creating a virtuous cycle of learning and adaptation.

Essential skills for 2025: cultivating adaptability and strategic foresight

To maximise the benefits of a 90-day planning process, leaders need a forward-looking mindset and a willingness to invest in learning and innovation. Here are the skills and focus areas that will be particularly crucial for 2025:

• Technological acumen: with AI transforming industries, leaders need a deep understanding of how to leverage these tools effectively. Prioritise investments in AI literacy across the organisation and ensure that teams have the skills to adopt and apply new tools effectively
• Strategic agility: in a world where disruptions are frequent, leaders must combine clarity of purpose with agility. Build a team culture that celebrates flexibility, quick pivots, and embraces experimentation. Cultivate “strategic patience” – the ability to commit to a vision while iterating on execution tactics based on what’s learned in each 90-day cycle
• Empathy and customer-centricity: the most successful startups consistently prioritise customer needs. Encourage teams to seek feedback, measure customer satisfaction frequently, and adjust strategies to keep customer experience at the heart of the business

Why 2025 demands a sprint mindset

For startups, the path forward in 2025 will be marked by uncertainty and opportunity in equal measure. Rather than attempting to predict the future with annual plans, the Momentum framework enables a learning-driven approach. By tackling strategy in three-month increments, startups can test ideas, refine practices, and emerge stronger with each cycle. This is not only a more resilient approach but also a necessary one given the pace of technological change.

The 90-day sprint model offers startups a way to stay grounded in their core mission while remaining agile enough to seize opportunities as they arise. As we head into a new year, embracing this flexible, iterative planning method can be the difference between navigating turbulence with purpose and being swept along by it. Leaders who prioritise learning, adaptability, and accountability through structured sprints will be well-prepared to turn 2025’s challenges into stepping stones for sustainable growth.

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