You deserve better goals than “biggest”

Set a strategy that actually enables strategic decision-making

Photo by Laura Goodsell on Unsplash

"Wow. I'm actually a little mind blown."

I was talking with a podcast host. He’d been fairly animated throughout our conversation and seemed genuinely intrigued by the concept of value-driven business. 

But what I had said in my last sentence landed with him strongly enough that he stopped to reiterate it. 

"When you focus on money as the goal, you have infinite options which lead to a lot of noise,” he said, his energy around the concept building as he spoke. “But you can make strategic choices when you focus on your purpose.”

He got it right. 

…but unfortunately, many of the companies who just finished their plan for the year likely have a primary goal that sounds something like:

Be the biggest company in our industry and dominate our market. (And then all of the markets and then the world)

While it's all well and good to set goals to scale your reach, the aforementioned goal in no way distinguishes your company. 

Worse yet, it provides no guidance for str…