When a situation needs to be changed, an action is required. Actions are tangible. Hire someone. Create something. Brief an agency. Do something that’s going to make the situation better. Actions are highly visible. They take up most of our time and resources; especially when we’re busy.
Thinking is often not seen as an action. It’s a prelude to action. It’s something that you try to squeeze in quickly before actually doing the doing.
Consider the act of deep thinking, as an action. Detach it from a tangible act and make it a project in it’s own right. If you are facing a tough situation, work on teasing your thinking apart, challenge it, and push it to evolve. Involve the wider team and you will shift the thinking of the business. If you’re successful, the new thinking will drive more effective actions.