Constraints can be your best friend when used appropriately.
Whether you’re an athlete, writer, musician, or CEO, encountering obstacles is inevitable. Constraints—often viewed as frustrating roadblocks—can quickly become tempting excuses: “Not enough time to exercise,” “not enough revenue,” and so on. Many assume that constraints ease as revenue and headcount grow in the business world. Yet any seasoned leader will confirm that the challenges don’t vanish—they simply evolve. Take Google CEO Sundar Pichai, as an example. At a recent strategy meeting, Pichai addressed his team about the company’s outlook for 2025, emphasizing that “the stakes are high.”
Google faces a suite of constraints: intensified competition, regulatory scrutiny, rapid advancements in artificial intelligence (where some fear the company lags), and a potential erosion of morale after significant cost-cutting measures, including a 6% workforce reduction in 2023. Despite these challenges, Pichai remained optimistic, urging his team to move quickly and creatively: “We internalize the urgency of this moment… These are disruptive moments.” His solution? Scrappiness. “Often, constraints lead to creativity,” he remarked, pointing to innovation born from limitations. Constraints, when embraced, can serve as a powerful catalyst for leaders and teams. Here are two key benefits they bring to the table:
Constraints Improve Critical Thinking And Adaptability
Startups often have no choice but to be resourceful. With limited resources, ingenuity becomes a survival skill. Yet, as companies grow and shift from David to Goliath, it’s easy to rely on resources over creativity. In this scenario, constraints become invaluable as they establish boundaries that force adaptability, a necessity in competitive markets. Consider Dr. Seuss’s Green Eggs and Ham. The beloved classic was born from a constraint: using only 50 words. This limitation, set by a bet with his publisher, became the creative spark that led to one of his most iconic works.
Boundaries amplify ingenuity by compelling individuals and teams to explore unconventional solutions. Without boundaries and constraints, complacency can creep in, leading to an overreliance on intuitive but often less innovative ideas. In fact, a Harvard Business Review analysis of 145 empirical studies found that constraints consistently drive higher performance across individuals, teams, and organizations. As the composer Igor Stravinsky once said, “The more constraints one imposes, the more one frees oneself.” Constraints force focus, spark curiosity and encourage cross-pollination of ideas across disciplines.
Constraints Drive Action And Eliminate Procrastination
Legendary jazz composer Duke Ellington famously said: “I don’t need time. I need a deadline.” Constraints like time, budget, or resource limits demand action. They eliminate “paralysis by analysis” and shift the focus toward execution over perfection. Google’s early days illustrate this principle well. As Pichai reminded his team: “In the early Google days, you look at how the founders built our data centers, they were really scrappy in every decision they made.” This scrappiness didn’t hinder progress; it propelled innovation.
Similarly, Jeff Bezos highlights the role of frugality in driving ingenuity: “Frugality drives innovation just like other constraints do. One of the best ways to get out of a tight box is to invent your way out.” For leaders, introducing intentional financial, temporal, or otherwise constraints can reignite creativity and urgency within stagnant teams.
Embracing Constraints For High Performance
While constraints may initially appear as obstacles, they’re often blessings in disguise. They fuel innovation, sharpen focus, and strengthen adaptability when viewed through the right lens. Google CEO Sundar Pichai and his team have various challenges in 2025. But these challenges also hold immense potential. By embracing constraints, you overcome obstacles while uncovering the next wave of transformative growth.