Handbook
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Execution & Delivery
Setting Goals That Drive Results
Good goals create focus. Bad goals create confusion. Here's how to set goals that actually work.
Goals translate vision into action. Done well, they create focus and alignment. Done poorly, they create confusion and busywork. The right goals tell everyone what matters, how success will be measured, and when to celebrate. The wrong goals either measure the wrong things or measure nothing at all.
Why Goals Matter
Creating Focus
Good goals:
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Define what matters
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Eliminate ambiguity
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Enable prioritization
Without clear goals, everything seems equally important.
Enabling Alignment
Goals align the team:
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Same direction
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Same priorities
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Same definition of success
Misalignment is expensive.
Measuring Progress
Goals provide feedback:
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Are we on track?
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What’s working?
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What needs to change?
You can’t manage what you don’t measure.
Characteristics of Good Goals
Specific
Not vague. Concrete.
Bad: “Improve customer satisfaction”
Good: “Achieve NPS score of 50+”
Measurable
Can you tell if you hit it?
Bad: “Ship great features”
Good: “Launch three features customers requested”
Achievable
Stretch but realistic.
Bad: “10x revenue this quarter” (if you’re at zero)
Good: “Reach $50K MRR” (if you’re at $30K)
Relevant
Connected to what matters.
Bad: “Publish 50 blog posts” (when you need sales)
Good: “Generate 100 qualified leads”
Time-Bound
Has a deadline.
Bad: “Improve conversion rate”
Good: “Improve conversion rate to 5% by Q3”
Goal-Setting Frameworks
OKRs (Objectives and Key Results)
Popular framework from Intel/Google:
Objective: Qualitative, inspirational goal
Key Results: Quantitative measures of progress
Example:
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Objective: Become the go-to solution for small business invoicing
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KR1: Achieve 1,000 active customers
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KR2: Reach 90% customer retention
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KR3: Hit NPS score of 60+
Goal Pyramids
Hierarchical alignment:
Company goal: “Reach $1M ARR”
Team goal: “Generate $500K from new customers”
Individual goal: “Close 10 new enterprise deals”
Goals cascade down and roll up.
North Star Metric
One metric that matters most:
Examples:
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Airbnb: Nights booked
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Slack: Daily active users
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Shopify: Merchants’ revenue
Everything else supports this metric.
Setting Good Goals
Start With What Matters
Ask:
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What would transform the business?
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What would remove the biggest constraint?
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What does success look like in 90 days?
Don’t start with activity. Start with impact.
Fewer Is Better
Optimal number: 3-5 goals
More than five means nothing is prioritized.
Mix of Types
Combine:
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Output goals (what you ship)
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Outcome goals (what happens as a result)
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Learning goals (what you discover)
Include Leading Indicators
Don’t just measure results:
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Activities that drive results
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Early signals of success/failure
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Things you can influence directly
Set the Right Difficulty
Too easy: No stretch, no growth
Too hard: Demoralizing, not achievable
Just right: Ambitious but possible
Rule of thumb: 70% confidence of hitting.
The Goal-Setting Process
Annual Planning
Once a year:
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Big picture direction
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Major milestones
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Annual goals
Quarterly Goals
Every quarter:
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Review annual goals
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Set quarterly priorities
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Specific, measurable goals
Weekly/Daily
Continuous:
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What moves goals forward?
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What’s the priority today/this week?
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What progress have we made?
Cascading Goals
Company → Team → Individual
Goals should flow down:
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Company goals define direction
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Team goals support company goals
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Individual goals support team goals
Alignment Check
Each person should answer:
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What are my goals?
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How do they connect to team goals?
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How does my work contribute?
If they can’t answer, alignment is broken.
Bottom-Up Input
Goals shouldn’t just come from top:
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Teams understand reality
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Individual insights matter
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Best goals are co-created
Tracking Goals
Regular Review
Cadence:
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Daily: Personal task progress
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Weekly: Team goal check-in
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Monthly: Company goal review
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Quarterly: Deep review and reset
Status Updates
Simple, consistent format:
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On track / Off track / At risk
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Key progress
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Blockers
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Next actions
Dashboards
Visual tracking:
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Current vs. target
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Trends over time
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Red/yellow/green status
Make progress visible.
When Goals Aren’t Working
Signs of Problems
Goal isn’t being pursued:
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No one’s working on it
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Always deprioritized
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Never discussed
Goal isn’t achievable:
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Way off track
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External factors changed
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Wrong target
Goal is wrong:
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Driving wrong behavior
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Measuring wrong thing
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Misaligned with reality
When to Adjust
Goals can change:
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Major pivot
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Market changes
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Goals were wrong
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Resources changed
But don’t change just because it’s hard.
How to Adjust
If goals must change:
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Be explicit about the change
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Explain why
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Set new goals clearly
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Don’t just let them fade
Common Goal-Setting Mistakes
Too Many Goals
Everything is a goal.
Result: Nothing is prioritized.
Fix: Maximum 3-5 goals.
Vanity Metrics
Measuring things that don’t matter.
Result: Activity without impact.
Fix: Connect goals to real outcomes.
Output Only
Only measuring what you ship.
Result: Shipping without impact.
Fix: Include outcome goals.
No Tracking
Set and forget.
Result: Goals don’t drive behavior.
Fix: Regular review and discussion.
Unrealistic Targets
Either too easy or impossible.
Result: Demotivation or complacency.
Fix: Calibrate to 70% confidence.
No Individual Goals
Only company goals exist.
Result: Unclear how individuals contribute.
Fix: Cascade to individual level.
Key Takeaways
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Good goals create focus and alignment; bad goals create confusion
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Effective goals are specific, measurable, achievable, relevant, time-bound
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OKRs combine inspirational objectives with measurable key results
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Fewer goals is better: 3-5 maximum
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Goals should cascade: company → team → individual
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Track goals regularly: weekly check-ins, monthly reviews, quarterly deep dives
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Mix output goals (what you ship) with outcome goals (what happens)
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Calibrate difficulty: 70% confidence of hitting
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Goals can change, but be explicit about why
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Vanity metrics feel good but don’t drive business results
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