“Failing to plan is planning to fail.” Benjamin Franklin
What are your plans and goals for 2018?
Did you know there are three types of goals: outcome, performance, and process.
1. Outcome goals are the most common and the weakest. Why the weakest? Because they measure only the outcome, and the outcome is not entirely dependent upon the person setting the goal. Suppose Suzie decides she wants to reach $100k this year in sales. What are the inherent drawbacks if this is her only goal? It is specific, measurable, it could be attainable depending upon previous years, it could be reasonable, and it is timed. However, this goal is subject to outside forces: The world could go into war, the earth could quake, Mt Rainer could blow its top, her competitors could come out with some package deal she can’t compete with, she could get sick. At the end of the year because of things outside her control she didn’t achieve her goal. I’m not suggesting there is no value in establishing outcome goals. They are the big picture of we are working towards. They are not enough to get us there.
2. Performance goals are next. These are behavior goals. Henry wants to increase his sales. His performance goals are the standard by which he evaluates the actions he needs to take to increase his sales. Does he need to attend more networking events? Create a bigger presence on one or more social media platforms? Performance goals are actions steps that need to be taken to accomplish the outcome goals.
3. Process goals are the third type of goals. These goals are descriptions of how I am going to improve a specific performance goal. Each performance goal is broken down into small repeatable actions. Suzie and Henry decide they want to increase their sales. (outcome). They will go to more networking events (Performance). They will watch how others act, learn their own elevator speech, ask to meet someone outside the event and get to know them a little better, they will follow up that meeting with an email. (Process)
Another way of understanding this is to compare it to construction: Process goals are the raw materials and basic skills to be repeated. Performance goals are the foundation / building blocks which are the result of the process goals. Outcome goals are the architects drawings.
What are the skills you need to develop to grow your business? What are the actions you need to take on a daily basis? How will you measure your daily practices? How will you measure your improved performance? What are your plans?
Remember the definition of insanity is “Doing the same thing over and over and expecting different results”. What will you do different this year?
FYI: Benjamin Franklin, January 17, 1706 – April 17, 1790, was first an entrepreneur and inventor. Later he became a statesman, one of the Founding Fathers of the US, and a US diplomat to France. He formed the first Chamber of Commerce.