Part One: Moving the Goalposts: Unlocking Business Success through Effective Goal Setting

Insights | 02/06/2023 | Written by Jake Cawdery

Score goals to win trophies

As a marketing agency leader, you very quickly understand the importance of goal setting and how important an effective management system becomes in your quest for success.

But to be in a position where you can craft meaningful business goals that actually drive performance and bring about incremental gains, it’s worth taking stock and really getting under the bonnet of what you believe to be a true measure of success.

Hitting the back of the net

What does success look like?

For some, success is very black and white and it goes no further than their P&L and being very clear on what it tells them about their financial performance, but even then there are variances to what would and old habits as to the metrics used to deem success.  Often you will be in a room with someone gloating about their revenue, headcount, office square foot and so forth, but it begs the question, “What’s more important, profitability or revenue?  Or should they be taking much more care in understanding their market share.”

For others, success may be more closely tied to their company’s mission or values, such as creating positive social or environmental impact, but even then, your success compass will have a habit of pulling you back towards the numbers, because they paint a very telling picture.

Some leaders may also define success in terms of personal fulfilment or work-life balance, such as achieving a certain level of autonomy, flexibility, or purpose in their work.

Additionally, factors such as customer satisfaction, employee engagement and retention, and innovation and growth may also play a role in how different leaders define and measure success for their businesses.

Ultimately, the definition of business success will depend on a variety of factors, including personal goals and values, the industry and competitive landscape, and the unique strengths and opportunities of the organisation.  

But, the one constant that rings true, is that no matter how sure you are of what success looks like to you and your business or even in your personal life, it’s a damn harder job if you don’t lay down the foundations and create a pathway to that success.

Setting your formation

What is goal setting?

Ultimately goal setting is a process of identifying specific, measurable, achievable, relevant, and time-bound objectives or targets that an individual or organisation wants to accomplish. The purpose of goal setting is to provide clarity, focus, and direction in achieving desired outcomes or results. It involves analysing the current situation, determining what needs to be achieved, creating a plan of action, and monitoring progress towards the goals. Effective goal setting helps to increase motivation, productivity, and accountability by providing a clear roadmap for success.

Getting the tactics right

What happened to just winging it? You might be someone who has a habit of trusting your instinct, but you will find yourself in a flap way more than you probably need to be (pun intended). 

You might strike lucky and you find yourself skipping the identification of your Northstar and the goals needed to get you there, but if you have the chances you wouldn’t be reading this article.  Instead, you would be revelling in your success, maybe on a yacht or an island with Richard Branson, but even then would your achieved success match up with the success you envisaged along the way?  Would it be everything you desired?  Would you enjoy it as much as if you had manifested your success?  All questions worth thinking about.

Aside from what most may see as a formality, Goal setting needs real buy-in and it needs an ambassador that understands its importance and the vital role it can play in bringing you success but at a much greater speed.

Why is goal setting important?

Goal setting is crucial for individuals and organisations because it provides direction, focus, and motivation for achieving desired outcomes. Here are some specific reasons why goal setting is important:

  1. Provides Clarity and Focus: Goals help to clarify what is important and what needs to be achieved. By setting clear and specific goals, individuals and organisations can focus their efforts and resources on what matters most, leading to greater efficiency and effectiveness.
  2. Motivates and Inspires: Goals can be a powerful motivator for individuals and teams, providing a sense of purpose and direction. When goals are challenging but achievable, they can inspire individuals to work harder and strive for excellence.
  3. Facilitates Planning and Decision Making: Goals provide a framework for planning and decision-making, helping individuals and organisations to prioritise tasks and allocate resources in the most effective way possible.
  4. Promotes Accountability: When goals are established, it becomes clear who is responsible for achieving them. This promotes accountability and helps individuals and teams take ownership of their work and performance.
  5. Provides a Measure of Success: By setting clear and measurable goals, individuals and organisations can track their progress and measure their success. This can provide a sense of accomplishment and motivation to continue working towards future goals.

Overall, goal setting is a critical process that can help individuals and organisations to achieve their desired outcomes and reach their full potential.

Get in touch with the Curated team

Want to find out more about unlocking business success through goal setting? Get in touch with the team to speak to one of our consultants today.


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