Whether you are a new start-up company, small business owner or large multi-national organisation it is important to regularly take some time to stand back and set goals for the future. Goal setting gives long-term vision and short-term motivation. But where to start?
STEP 1
First create the big picture of what you want to do and achieve over the next five/ten years. Identify large-scale goals but be prepared to be flexible. Goals can evolve and change over time – maybe you meet some goals and think it didn’t work for your business so no need to progress them or maybe external forces mean you have to adapt to a different economic climate.
Once you have the big picture, it is time to start breaking them down into more manageable and achievable steps. The goal setting process can take as long or as little as you like but I suggest you take at least a couple of hours to set the ball rolling.
A good place to start is by brainstorming. This can either be in list form or a picture of random words written in speech bubbles on paper. Anything really – it is how it works best for you.
THEN WALK AWAY!!!! Seriously, leave the list for at least 24 hours and try not to think about it. As with everything else, a fresh perspective after a night’s sleep can make you see things in a completely different light.
STEP 2
So, you come back the next day and look at your list again – maybe add a few things or take a couple off. Now it’s time to prioritise. Pick the one which seems most important to you. Continue with your list until all the words are in priority order. You will probably be left with about 4 or 5 important goals.
It’s at this stage I usually go stationary mad and buy 5 in-trays and label each with one of the goals. This helps me get organised and keep all my work in order.
Now I have my headline goals, I need to start breaking them down and making them SMART!
In order to make goal setting as effective as possible, it is useful to think of them in terms of the acronym SMART:
S – Specific (what exactly do I want to achieve?)
M – Measurable (how will I know when I have achieved it?)
A – Achievable (how can my goal be attained? What skills/ support do I need, can I get them?)
R – Realistic (is it realistically possible to achieve this goal?)
T – Timely (when do I plan to start and finish this goal?)
Take your top priority goal and explore it in SMART terms.
Here is an example for a small floristry business:
S – Increase local market share in wedding flowers by 1%
M – I will know when I have increased revenue from weddings by 20%
A – Increase knowledge of sector and increase profile of florists
R – Realistically possible over 2 years
T – By year end 2014
STEP 3
Sounds good but now what? Go back to how you will achieve it. In this example, market research into current wedding flower trends might be useful, attending local wedding fairs to increase profile, look at advertising possibilities or approaching bridal boutiques for a collaboration. Whatever ideas you come up with become goals in themselves and need to go through the SMART process.
Another useful tool to use here is the impact/effort graph. This enables you to identify which goals will bring the best results.
Effort
Low impact | High impact
High effort | High effort
_____________________________ Impact
|
Low impact | High impact
Low effort | Low effort
Now I have determined which smaller goals to work on SET A DEADLINE!!
But make it REALISTIC!! Don’t get carried away with enthusiasm or think I should do it by this time. When is a realistic time frame for you, taking into account everything else that is going on in your life?
STEP 4
Get one large piece of paper or spreadsheet or wall calendar (again, whichever works best for you) and put all your deadlines onto it. Put it in a prominent place in your office, kitchen (wherever you will see it regularly) and tick off when you meet a deadline. Enjoy the feeling of satisfaction you get from doing this then add another deadline to your chart!
By the end of this process you should have a clear idea of where you want to go, how you want to get there and when you want to get there by. By meeting all the smaller targets you are working your way towards your larger goals of achieving increased profits or whatever your goals might be.
GOLDEN RULES
The key things to remember about setting goals are:
* state each goal as a positive
* be precise
* prioritise
* write them down
* keep operational goals small – by setting small targets they become achievable steps towards larger goals
* set performance goals not outcome goals – base them on things you have control over
* make sure they are realistic
As a business coach, this is an exercise I often work through with clients at the start of our relationship. I hope it helps you to improve your business too.