So What?

Chances are good that your team knows what it's doing. Your team is working on a project, and that project has a specific outcome. That outcome is tied to specific objectives. Those objectives meet a particular goal, and the goal is clearly defined. Hooray, you are way ahead of the game. Most organizations aren't where you are, but you're not quite where you should be.

What's missing? The "so what" factor. What are you getting out of it? What is your organization getting out of it? Often the answer is obvious, but not always. Goals should mean something -- provide a benefit. It's pretty easy to think of reasons to do something, but those are usually objectives, not goals. A goal is the overall "thing to be accomplished." The benefit is what you get out of it. In an organization, goalsetting is a little easier because most workplaces have an overall goal, only they call it a mission to give it more urgency. In the achievement hierarchy, the goal is subordinate to the benefit. Achieving the benefit is possible without achieving the goal, which is still success. Achieving the goal and not getting the benefit is still failure.

Once you have determined a goal to achieve the desired benefit, it's time to plan objectives. Any goal worth achieving takes a certain amount of time and effort. These smaller goals you achieve on the way to the larger one can be a real goal-killer, especially if they're not really aligned with the goal. Sometimes we get so wrapped up in the objectives we don't even care about the goal anymore. Care about the objectives, but reserve your real passion for the goal and its benefit. Besides, your objectives may change along the way as circumstances change. They're supposed to have agility, just like the goal needs stamina. Don't change the goal to fit the objectives. Along the way, measure how much closer you are to the goal and benefit, just as you are measuring the objectives. If you do these simple things, people with think you're brilliant, which is a popular goal. Now you just have to figure out the benefit....