ABSTRACT
Goals have three practical aims in strategy, namely force focus, enable accountability and facilitate finding cause of performance gaps. Too many strategies suffer from ambiguous or overreaching goals. Poor goals drive diffused actions and create confusion as they cascade down the organization. These goals come directly from the framework of strategy – namely, a Product or Market Goal, a Capability to drive a future advantage Goal and a Financial Goal. Goal and Gaps is the third and last pillar to build the strategy system which included: strategic assumption; and PMC engine. There are five main culprits when working with clients in setting strategic goals. They are must be long term, too many goals, having stretch or Big Hairy Audacious Goals (BHAG), ambiguous goals and not understood or relatable to all employees. Strategic goals need to be set in straightforward language that all employees can see themselves contributing to – or that they can come to understand how they fit in.
