Yogi BErra once said “If you don’t know where you’re going, you might not get there.” The statement could be applied to business very easily. If you don’t what your goals are, how do you know if you’re on the right track or if you’ve arrived. Many business owners focus on getting work done, rather than figuring out what they’re working for.
If you want to be the premier widget provider to the pharmaceutical industry, is it worth your time to make wuzzles for consumer electronics? Of course the question can’t really be answered without knowing more about widgets and wuzzles, but if you don’t have the goal of selling widgets to pharmaceutical companies, you can’t even ask the question.
To be clear, a goal is not a feel-good mission statement. Mission statements, when crafted well, are useful. When they’re not crafted well, which most aren’t, they degenerate into jargon and gibberish. Either way, a mission statement is not necessarily a goal. What makes a goal? A goal is measurable. You can develop a process to achieve a goal. Goals should also be realistic, but not easy to reach. If a goal is too easy, it doesn’t mean anything. If it’s impossible, you’ll end up frustrated.
For your business to succeed, you have to know what success is. If you don;t have a goal, you’ll never know when you reach it.