Understanding company goals
Goals bridge the gap between aspiration and action. While vision describes where you want to be, goals define the specific targets that move you there. Well-crafted goals provide clarity, focus effort, and enable measurement of progress.
Goals provide
- Clear direction
- Measurable targets
- Focus for resources
- Basis for accountability
Goals enable
- Progress tracking
- Performance evaluation
- Resource allocation
- Strategic alignment
Types of goals
Organisations typically have multiple types of goals:
Common goal categories
Goal frameworks
- SMART: Specific, Measurable, Achievable, Relevant, Time-bound
- OKRs: Objectives and Key Results - aspirational objectives with measurable results
- KPIs: Key Performance Indicators - ongoing metrics to track performance
- Balanced Scorecard: Goals across financial, customer, process, and learning perspectives
- MBO: Management by Objectives - cascading goals from top to bottom
Framework is less important than discipline
Companies debate SMART vs OKRs endlessly. The framework matters less than consistent execution: setting clear goals, reviewing progress regularly, and holding people accountable. Pick a framework and commit to it fully.
Setting effective goals
Goal quality
- Make them specific and measurable
- Set challenging but achievable targets
- Include clear deadlines
- Align with strategy and vision
Goal execution
- Communicate clearly and widely
- Track progress regularly
- Address obstacles promptly
- Celebrate achievement
Common goal mistakes
Too many goals
Organisations often set 15+ goals thinking more is better. The result is diffused focus and partial achievement everywhere. Prioritise ruthlessly - fewer, more important goals.
Set and forget
Setting annual goals in January then never reviewing until December. Goals require ongoing attention, progress tracking, and adjustment. Build regular review into your rhythm.
Misaligned incentives
Goals without corresponding incentives don't drive behaviour. If you want teams to prioritise quality but only reward speed, speed will win. Align rewards with goals.
Key takeaways
Company goals translate vision and strategy into specific, measurable targets. Effective goals are focused (fewer is better), challenging but achievable, and regularly tracked. The framework matters less than consistent discipline in setting, tracking, and achieving goals.
RosterElf's staff management helps organisations achieve workforce-related goals through efficient scheduling, labour cost management, and operational reporting.
