Goals First

Measurements indicate our definition of success.If we measure size, size is a mark of success.If we measure profit, profit is a mark of success.If we measure customer satisfaction, customer approval is a mark of success.Measurements also indicate our end goals.If we measure size, our goal is to grow.If we measure profit, our goal is to make more of it.If we measure customer satisfaction, our goal is to please more people.Basic stuff here.Who’s asking, “Where does it stop? How big is too big? How much profit is too much profit? How many people is too many?” Most people are nowhere close, and so they don’t care. And the one’s that might be wouldn’t want to question the rules of the game that led them to the top.But there are a few rebels that are asking those difficult (and often unwelcome) questions. And they’ve found that we need to work backwards if we will every really answer them.Articulate the goals.Then define success accordingly.Then determine the metrics to know we’re getting there.People like us who are unwilling to continue like this will follow their lead—and work backwards. And what we’ll find is that articulating goals first demands us to own up to our principles, to face our convictions about the world, to share our beliefs and desires and commitment about where we should all be going.