Goals Versus Outcomes

Examples of Goals

Revenue

Market Share

Sales Targets

Expanded Customer Base

Unicorn in 5 years — Cash Out (Kaching!)

 

Fairly common goals, right? Sorry, people. These are outcomes of goals, but they are not goals themselves.

I have seen too many people confuse them. I have worked for too many such “leaders“.

These are better goals.
– “Fuck yeah, those guys rocked.”
– “Those guys keep every promise they make.”
– We remember the little things, that the customers forget.
– Our software is incredibly easy to use.
– Customers cannot believe how fast we return the data.
– Our customers never knew how much they knew.