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Source: carmensakurai.com |
You may have heard of a Harvard Business School class in which only 3% of the graduating students wrote down clear goals. Twenty years later, those 3% were worth 10 times the worth of the rest of the class combined. Compelling, right? Well, it would be if it were true. Unfortunately, it isn't. That study, doesn't exist. It’s pure urban myth!
Questioning the wisdom of setting stretch goals is like questioning the very foundation of business. We might debate which goals to set, or how to set them, but who would debate whether to set goals at all? Would it, to paraphrase Shakespeare, make enterprises of great pith and moment turn currents awry and lose the name of action? This native hue of resolution, to continue with the paraphrasing, made my brow sicklied o'er with the pale cast of thought.
Making Goals Stick
Much fun has been made at the expense of the life of a new year resolution. "May all your troubles last as long as your new year resolutions! " says Joey Adams, American comedian. Adam's new year wish is a pithy and humourous comment on the way commitment to our new year resolutions may drift over time unless we find regular ways to experience a fresh start. The 'commitment drift', of course, is as much true of the other resolutions we make. So, is the solution not to set goals at all?
Peter Bregman makes a strong case for this very solution in his HBR blog. Goals by their very nature are not bad, it’s just that they come with a number of side effects that suggest you may be better off without them. He talks of a Harvard Business School working paper, Goals Gone Wild which reviewed a number of research studies related to goals and concluded that the upside of goal setting has been exaggerated and the downside, the “systematic harm caused by goal setting,” has been disregarded.
The authors of the HBS paper identified clear side effects associated with goal setting, including “a narrow focus that neglects non-goal areas, a rise in unethical behavior, distorted risk preferences, corrosion of organizational culture, and reduced intrinsic motivation.”
So what can one do in the absence of goals? It’s still often necessary to drive toward achievements, especially in business. We need help setting direction and measuring progress. But maybe there’s a better way to achieve those things while sidestepping goals’ negative side effects.
Krishna's Advise Reprised
Bergman proposes one: Instead of identifying goals, consider identifying areas of focus.
A goal defines an outcome you want to achieve; an area of focus establishes activities you want to spend your time doing. A goal is a result; an area of focus is a path. A goal points to a future you intend to reach; an area of focus settles you into the present.
A sales goal, for example, might name a revenue target or a specific number of new clients won. An operations goal might articulate a cost savings. An area of focus in sales, on the other hand, might involve having lots of conversations with appropriate prospects. An operations area of focus might identify areas you want to explore for cost savings.
An area of focus taps into our intrinsic motivation, offers no stimulus or incentive to cheat or take unnecessary risks, leaves every positive possibility and opportunity open, and encourages collaboration while reducing corrosive competition. All while moving forward on the things you and your organization value most.
In other words, an area of focus offers all the advantages of a goal without the negative side effects.
How do you do it? It’s simple: identify the things you want to spend your time doing — or the things that you and your manager decide are the most valuable use of your time — and spend your time doing those things. The rest takes care of itself. I have found that five major things are about the limit before your efforts get diluted.
In a suggestion reminiscent of the Sri Krishna's advise to Arjuna, he recommends resisting the temptation to identify the outcome you want to achieve. Leave that open and allow yourself to be pleasantly surprised. Though this is not easy to do, Bergman's experience is that it not helps you achieve at least as much as you would have if you had set goals, but you’ll enjoy the process far more, avoiding unnecessary stress and temptation.
Focus on the task and not the fruits of the outcome, is the mantra to make our life stress free and more fulfilling