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Chapter 28 of 120 Chapters [part one]
28. Goals: Determining the Business Goals For the Next Three to Five Years
To be a GOAL, the event has to be specific, objective and observable. A dream is “I want to increase sales”; a goal is I want to increase sales by 8% by November 15th. A dream is that I would like my staff to be more productive; a goal is I would like to see my staff process 15 orders an hour instead of the current 12 orders per hour. A dream is that we would like better customer satisfaction; a goal is that I want to see on a “comment card” 80% of my customers check the “excellent customer service box”. A dream is I want to increase my net profit; a goal is that I want to reduce my costs by 5% or I want to increase my retail price by 5% by October 1st. A goal has to satisfy the “5th grade rule”… a 5th grader understands it.
To be a GOAL, the event has to have a “date” to be accomplished. The difference between a “goal” and a “dream” is a “date” (i.e. when will the event take place). Here is where the most amount of “resistance” occurs. Some business owners try to make a fairly convincing argument that they are not “prophets” who can accurately predict the future. I am not so much asking for “prophets” as much as I am asking for the “what” and the “when” of the goal … then we will implement a “system/strategy” to achieve that goal by a certain date. Will a “5th grader” understand when you have achieved the goal?
The SIX SYSTEMS of GOAL Development & Achievement
GOALS: “S.M.O.R.E.S.” - Based upon History and Market Analysis (PREP)
Objective & Measurable Goals (SMART goals)
Daily, Weekly, Monthly and Yearly Goals
SYSTEMS: “COMMUNICATION” - Interaction of Persons and Processes
Order Fulfillment process (external)
Management, Employee, Structure (internal)
STRATEGIES: “MENTAL CONSTRUCTS” - Business Customers/Clients
Production, Marketing and Distribution (external)
Interaction with Customers/Clients (internal)
TACTICS: “OBSERVABLE BEHAVIOR” - Specific conduct of the Individual
Quantified mailing, Radio, TV,
Specific Protocol or Script
SCHEDULE: “INTENT & TRACKING” – Sequence/Interaction Goals & Tactics
Day and Date of Implementation of Tactics
Date of Goal
COSTS: “TIME, TALENT & TREASURE” –
Select your goals carefully with implementing the above supporting systems, strategies, tactics, schedules and costs. As you create one goal… you will want three “systems”… and with each system, you will want three “strategies”… and with each strategy, you will want three “tactics”. As you work through this “math”, you will see that each goal can generate at least twenty-seven tactics.
Each of these twenty-seven tactics will need to have a date & time to be implemented. With each of these tactics, you will want to determine how much time, talent and treasure you will need to invest as “costs” of developing the success in your business.
Setting goals and developing/adhering to the requisite protocols and discipline in the systems, strategies, tactics, schedules and costs will be the effort you need to invest into your success. If you are willing to do what others are not willing to do… you will have what others do not have. To reach your goal, you must be willing to devote the work and time… and your talent in an extraordinary manner… if you want to live an extraordinary life. .
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