BUSINESS MARKETING: The compelling case for audacious goals

I think we all can agree goal setting and goal achievement are good things. Most of us probably are working on multiple goals all the time.

We have sales goals, weight-loss goals, production goals, exercise goals, safety goals and education goals, and each of these has multiple sub-goals tucked inside the overriding goals.

If I have a sales goal to make, and I always do, my sub-goals deal with the number of marketing communications I send out, the number of speaking engagements I do, the number of initial and follow-up phone calls I do, the number of appointments I have set, etc. I work hard to achieve my goals and I’m sure you do also.

But there are goals and there are “GOALS!”

Most goals are mundane, ordinary and historically achievable such as: “We will increase our output of widgets by 5 percent by end of year. Unless your widget line is running 24/7/365 without shutdowns at full speed, you should easily achieve that goal. You can probably do it without really breaking into a sweat. It just takes a modicum of commitment.

Now sink your teeth into what would happen if you make it an audacious “GOAL!” by changing the increase to 50 percent. It’s a whole different ball game. In addition to commitment it will probably take lots of planning which would include some or all of the following: forecasting, training, more scrupulous maintenance, more efficient space utilization, capital utilization, bonus compensation analysis, inventory controls, negotiation with vendors, bookkeeping and more.

Transforming normal goals into audacious goals can be a game changer. It can focus concentration, accelerate velocity, inspire and motivate. It adds purpose and allows those active in the task to challenge their skills and intellect. I guarantee once implemented, if you now hear people describe a day at work as, “Oh you know, same old, same old (sigh!),” that all of a sudden, you will hear energy in their voice.

So I’m going to be audacious and challenge you to look at your current goals and transform just one into an audacious “GOAL!” but put be sure to fasten your seat belt first.

Opinions are solely the writer's. Larry Galler, of Larry Galler & Associates, is a marketing and management consultant for small and mid-size companies. Join Galler in a free “Lunch with Larry” conference call at noon Oct. 17. The subject will be “Your Checklist for your best holiday season ever!” For connection information send an email to larry@larrygaller.com and put “Lunch” in the subject line.