1.5 - About University

2.7 W RITING C LEAR G OAL S TATEMENTSInspired 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 guideaction. Goal setting is likely one of the oldest of management tools. It’s unlikely that the pyramidbuilders said, “Let’s drag millions of huge, finely carved rocks many miles, and see whatwe can build!” The key reason for writing goals is that the end result will be clear before themeans are decided.Writing goals can be a challenge for leaders. What seems simple in concept can be a minefieldof 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 writegreat 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 goalstatement. Write only as much in the intent and action plan categories as needed to clarify theintent behind the goal and the actions required to achieve the goal. Since you’ll need to goback and forth a little, we suggest using the format provided here:Intent Goal Action planWhat is the direction in which youare heading?How will you know when you getthere? (Your goal must bemeasurable or observable.)In general, how will you get there?What steps are required?Intent: The intent statement explains the overall direction and purpose of your goal. It is abroader statement than the goal statement, so it’s okay to include evaluative words and phrasessuch as maximize, optimize, effectively, efficiently, and so on. Words and phrases such asthese are unhelpful in a goal statement, but they do convey your overall purpose, direction, orintent.Goal: Keep it simple. A sentence is the norm. It absolutely, positively must be measurable orobservable. For example, “Complete the project XYZ report by March 16,” or, “Have the projectXYZ report approved by the Board by April 27th.” This is by far the hardest of the three levelsto write well. You may also find that your goals, if they’re measurable or observable, are at bestonly an approximation of what you really intend. This is normal. Finally, don’t use any emptyevaluative words. None! Not one effectively or efficiently! It’s tough, so just start with a first draft.You can come back and improve on it later.62 SECTION 2 TOOLS FOR BIG-PICTURE THINKING