2.7
WRITING CLEAR GOAL STATEMENTS
Inspired by Russell Ackoff, Shaun Murphy, and David Irvine.The goal of writing goals is not to have well-crafted goal statements. It’s to inspire and guide
action. Goal setting is likely one of the oldest of management tools. It’s unlikely that the pyra-
mid builders said, “Let’s drag millions of huge, finely carved rocks many miles, and see what
we can build!” The key reason for writing goals is that the end result will be clear before the
means are decided.
Writing goals can be a challenge for leaders. What seems simple in concept can be a mine-
field of logical booby traps! It’s easy to get bogged down with long-winded, well-intentioned,
but obtuse goal statements. Keep in mind that it’s better to achieve great results than to write
great goal statements.
“It’s more important to have great goals, than great goal statements.”
—Shaun MurphyThere are many goal-setting models in use today, and the terminology can seem confusing
(e.g., goals, objectives, key result areas, key measures, performance standards, and on and on).
Don’t be confused. Your goal in writing goals is: a clear, concise, measurable or observable goal
statement. Write only as much in the intent and action plan categories as needed to clarify the
intent behind the goal and the actions required to achieve the goal. Since you’ll need to go
back and forth a little, we suggest using the format provided here:
Intent:The intent statement explains the overall direction and purpose of your goal. It is a
broader statement than the goal statement, so it’s okay to include evaluative words and phras-
es such as maximize, optimize, effectively, efficiently, and so on. Words and phrases such as
these are unhelpful in a goal statement, but they do convey your overall purpose, direction, or
intent.
Goal:Keep it simple. A sentence is the norm. It absolutely, positively must be measurable or
observable.For example, “Complete the project XYZ report by March 16,” or, “Have the project
XYZ report approved by the Board by April 27th.” This is by far the hardest of the three levels
to write well. You may also find that your goals, if they’re measurable or observable, are at best
only an approximation of what you really intend. This is normal. Finally, don’t use any empty
evaluative words. None! Not one effectivelyor efficiently! It’s tough, so just start with a first draft.
You can come back and improve on it later.
62 SECTION 2 TOOLS FORBIG-PICTURETHINKING
What is the direction in which you
are heading?How will you know when you get
there? (Your goal must be
measurable or observable.)In general, how will you get there?
What steps are required?Intent Goal Action plan