How to Pull Off Your Own Project Hail Mary (No Spoilers)

Last weekend, I had the pleasure of seeing the new blockbuster hit, based on the book of the same name, Project Hail Mary. The movie starred Ryan Gosling as Grace and a fantastic alien named Rocky. I heard good things going in, but it still managed to exceed my expectations. The premise was fascinating, and the filmmakers did an amazing job with the script and cinematography. Gosling, in particular, deserves a ton of credit for anchoring such an emotionally demanding role while still bringing moments of levity along the way.

Walking out of the theater, I couldn’t help but wonder: what would I do in that situation? The stakes are pretty high when it comes to coordinating a last-ditch effort to save the planet. 

And if I’m being honest, I’m not exactly the type of person built for a space mission. I enjoy the thrill of a good rollercoaster, but I’m also the same person who gets nervous at the top of a ladder!

Since I’m not very adventurous, I wouldn’t be the one blasting off into the unknown. My experience as a project manager and in senior leadership makes me think I would be much more comfortable in the Eva Stratt role, the character leading the efforts (from Earth, where I’d like to stay) to find a solution to the problem threatening our planet.

Which is probably why the movie has stuck with me longer than I expected.

As I’ve been working this week, I’ve been thinking about the Project Hail Marys of my professional life. You know the ones. The project where nothing seems to be going right. The strategy feels shaky. Timelines start slipping. Reaching goals and KPIs looks like a lost cause. Next thing you know, you’re waking up at 3 a.m. with your mind spinning, and the whole thing feels like it’s cratering on the brink of disaster.

When you take a step back, you realize a marketing or advertising campaign does not have the same stakes as saving mankind as we know it. Which is why the movie has sparked a fun thought exercise: how do you navigate those high-pressure, high-uncertainty projects when everything feels like it’s drifting off course?

I haven’t saved the human race just yet, but here’s a bit of advice on how you can manage all the Project Hail Marys that are in your professional life.

Catching problems early is the difference between a small course correction and a full-blown crisis.

1. It starts with a mission plan.
   
   
   
   Rarely does a successful campaign happen without one. The importance of a thorough strategic roadmap and a comprehensive tactical/production plan cannot be overstated. However, where things usually break down isn’t the plan itself, but what happens when reality veers off script. If you plan for the worst-case scenario, you can save yourself a lot of heartache along the way. Start getting ahead of potential problems by asking yourself questions like these at every milestone: 
   • Is our strategy aligned with the research and industry trends?
   • Are the assets creative in a way that aligns with the strategy and motivates your audience?
   • Are you tracking on schedule?
   Catching problems early is the difference between a small course correction and a full-blown crisis.
2. Accept that even the best plans will fall out of orbit.
   I’m not saying you always need to brace for impact. But you do need to mentally and emotionally prepare yourself for the fact that things can — and will — go wrong. 
   And that’s okay, as long as you expect it. This happens in your personal life, and of course, in your professional life. Timelines shift. Priorities change. External factors creep in. It’s part of the deal. The key is not spiraling when it happens. I’m not going to recite the Serenity Prayer here, but I would be lying if I didn’t say I’ve mumbled that to myself in the middle of what feels like a project crisis.
   The best thing you can do is stay calm and level-headed. 
   
   Give yourself a minute. Regroup with your team. Break out your already-developed Plan B, OR get ready to invent something new on the fly.
   You need to be ready to pivot quickly. This can only happen with the right mindset.
3. Think big and reach for the stars.
   Every great marketing and advertising campaign is built on a well-developed strategy. However, as marketers, sometimes we don’t give ourselves permission to think bigger. When things start going sideways, the instinct is often to play it safe. Please don’t think that I’m promoting reckless abandonment (don’t forget what I wrote about the importance of a good strategy).
    
   
   
   What I’m saying is that big problems rarely respond to small thinking. If you’re being tasked with solving a problem or your client’s problems, you may be tempted to take the easy route, even if it’s not the best idea or solution. But you’ll be amazed at what can happen when you and your team push a little further. 
4. At the end, discover and learn.
   When you finally make it to the other side — because you will — don’t just move on. You need to do a deep dive with your team to understand where things went off the rails and how you can use this experience to better your next project. 
   
   

While the words “post-mortem” actually make me throw up a little in my mouth, I know that whether it’s a meeting, constant communication, or documentation, it’s so important that you continue to build on the difficulties and successes of your project and campaign for your next initiative.

The next time you find yourself in the middle of your own Project Hail Mary, remember: things might feel off course, but that doesn’t mean all is lost. Hopefully, these words of advice and encouragement will help you get things back on track and have the best experience and results once you are done. And who knows, you might even come out of it with an adventure worth telling.