SHOT
Set measurable goals to drive performance.
CHASER
Measurement is important, but it’s not the starting point.
Early in goal-setting, focusing on metrics can obscure the differences in perspective even in well-functioning teams. Without alignment on what matters and how the goal will be achieved, metrics are just numbers. They can even create a false sense of progress.
Let’s take a concrete example. Imagine a company aiming for 20% sales growth. The team might agree on the number but not on the approach. Is that growth coming from new customers or upselling existing ones? Or maybe it’s a new product launch? These differences have significant operational and strategic implications for teams. A focus on the KPI alone ignores the hard conversations about what everyone is working toward and how they’ll get there.
INSIGHT
Start with alignment on two things:
- The Priorities: Agree on what’s important and why.
- The Mechanism: What actions are needed to achieve the goal? What new initiatives, investments, or processes?
Only then should you decide what visible evidence you will favor to show you’re on the right track. Don’t just find final metrics either. Look for leading indicators that help you see early success.
It’s tempting to jump to KPIs, but goals only work when the people executing them are all on the same page. Spend the time upfront to create shared assumptions and expectations—it’s the fastest way to turn goals into results.