Урок для менеджерів 1.2. Як ставити цілі?

Name: Урок для менеджерів 1.2. Як ставити цілі?
Uploaded: 2023-06-13T13:36:58.000Z
Duration: 1 h 38 min 43 s

How to Set Goals

The Importance of Setting Goals

The lesson begins with an introduction to the topic "How to set goals," focusing on personal and employee goal-setting.

A definition from Dahl emphasizes that a goal is the root of a cause or motivation, followed by means to achieve it. Organizations exist primarily to achieve specific goals.

The speaker reflects on personal experiences, noting lost years in professional growth due to a lack of understanding about setting goals for oneself and employees.

Psychological Aspects of Goal Setting

Edwin Locke's theory from 1968 posits that goals serve as future benchmarks, guiding individuals toward their objectives.

A lack of clear goals can lead to feelings of boredom, despair, and depression; thus, having a purpose provides structure and meaning in life.

Links are provided to videos discussing burnout management and motivation, emphasizing the importance of knowing one's mission or purpose.

Personal Reflections on Goal Setting

The speaker shares insights into the psychological significance of having goals, suggesting they prevent depression and provide clarity in life direction.

There’s an acknowledgment that while setting specific targets can feel self-destructive at times, it ultimately fosters confidence and clarity about one’s path.

Philosophical Insights on Purpose

Citing Edwin Locke again, the speaker stresses that lacking a goal can lead to serious mental health issues; hence understanding one's purpose is crucial for well-being.

A quote from Alice in Wonderland illustrates that without a goal, any direction is meaningless; knowing where you want to go transforms movement into purposeful action.

Framework for Goal Setting: SMART CVP

Transitioning into practical applications, the lesson introduces the SMART framework but expands it into SMART CVP—adding three additional criteria based on personal experience.

Historical context is provided regarding the SMART methodology developed by George Doran in 1981 for effective goal management.

Doran's contributions have significantly aided countless individuals in understanding essential criteria for effective goal-setting.

Conclusion: Flexibility in Methodologies

The speaker notes that methodologies like SMART CVP are not rigid laws but flexible frameworks meant for adaptation based on individual needs.

Understanding Goal Setting and Strategy

The Importance of Goals Over Strategy

The speaker emphasizes that it is better to focus on goals rather than strategy, as goals are more concrete and easier to understand.

They introduce the SMART framework for goal setting, starting with "S" for Specific, highlighting the need for clarity in defining objectives.

Key Components of SMART Goals

Specificity (S)

A specific goal example is attracting new clients; specificity helps clarify what exactly needs to be achieved.

Measurability (M)

Goals should be measurable; for instance, determining how many new clients to attract (1, 5, 10, or 30).

Using relative metrics like increasing company turnover by a certain percentage can help quantify success.

Achievability (A)

Goals must be realistic and achievable based on current market conditions and team capabilities.

The speaker shares a personal anecdote about an unrealistic goal set years ago that led to demotivation within the team.

Risks of Unachievable Goals

Setting unattainable goals can lead to discouragement among team members and undermine the overall culture of goal-setting.

The speaker advises against overly ambitious targets that may cause embarrassment or avoidance in discussing failures.

Alternative Approaches

Objective Care Results (OCR)

An alternative approach suggests setting seemingly unachievable goals to foster growth within teams. However, this contrasts with traditional management by objectives.

Relevance and Time-Bound Criteria

Relevance (R)

It’s crucial that goals align with departmental functions; irrelevant targets can confuse efforts and dilute focus.

Time-Bound (T)

Every goal should have a clear deadline. This creates urgency and accountability in achieving objectives.

Adding Comparability to Goals

Comparability (C)

The speaker introduces a sixth component: comparability. Including past performance metrics alongside current goals enhances understanding of progress.

SMART-CBP Goal Setting Framework

Introduction to SMART-CBP Goals

The speaker discusses the shift from acquiring 40 new clients last year to aiming for a more manageable 20, emphasizing the importance of working with intelligent individuals who engage in critical thinking.

The need for mapping goals is highlighted, suggesting that clarity and focus are essential in goal setting amidst information overload.

Importance of Attention and Engagement

The impact of platforms like TikTok on attention spans is noted; content must be engaging and concise to capture interest effectively.

Goals should also reflect this brevity and engagement, making them accessible and compelling for all team members.

Public Nature of Goals

Emphasizing transparency, the speaker advocates for public goals within teams to foster collective engagement rather than isolating objectives within departments or management levels.

Openly sharing goals can enhance collaboration across the company, allowing everyone to contribute towards achieving shared objectives.

Criteria for Effective Goal Setting

The speaker introduces additional criteria—comparability, brevity, and publicity—to the traditional SMART framework (Specific, Measurable, Achievable, Relevant, Time-bound).

An example goal is presented: increasing market share from 10% to 20% by 2023. Each component of SMART is analyzed:

Specific: Clear target increase.

Measurable: Defined market share percentage.

Detailed Breakdown of SMART Components

Achievable: Assumes growth potential based on current capabilities.

Relevant: Aligning business objectives with overall strategy ensures relevance.

Time-bound: A clear deadline (2023) provides urgency and focus.

Final Thoughts on Goal Formulation

The importance of being open about goals is reiterated; fear of competition should not hinder transparency among employees regarding market shares or performance metrics.

Examples from various sectors are promised as practical illustrations of how to apply the SMART-CBP framework effectively in real-world scenarios.

Understanding Goal Commitment in Professional Settings

The Importance of Goal Setting

It is unrealistic to expect staff to remember self-imposed metrics; even SEO specialists often forget their own goals from the previous year, except for notable exceptions like jealousy or profits.

Research by psychologist Locke indicates that individuals are more likely to achieve self-set goals compared to those assigned by others. Cultivating a culture where team members propose their own goals is essential.

Engaging Employees in Goal Commitment

If employees do not approach management with existing goals, managers should take the initiative to set objectives while ensuring commitment from the team.

True commitment involves explicit agreement from employees, rather than mere silence or lack of objection. Managers need clear acknowledgment of goal acceptance from their staff.

Avoiding Misunderstandings About Goals

Managers must avoid situations where employees later claim they were never committed to a goal. It's crucial for employees to express their agreement and understanding of the objectives set.

Capturing the moment of goal acceptance is vital; it may seem bureaucratic but serves as an important ritual within teams.

Differentiating Between KPIs, Goals, and OKRs

While goals and OKRs can sometimes be interchangeable, KPIs serve a different purpose entirely. Most businesses operate on a goal management format distinct from OKR frameworks.

Employees often confuse KPIs with actual goals. A KPI measures performance metrics but does not equate to having a specific target or objective.

Clarifying Objectives and Performance Metrics

Simply having KPIs does not mean there are defined goals; for instance, knowing turnover rates without specifying reduction targets lacks clarity.

When setting annual goals, it's recommended to track relevant KPIs monthly and report progress regularly to ensure accountability.

Linking Bonuses with Achievements

Bonuses should align with established goals; top executives should have ambitious targets tied directly to incentive structures.

Different formats exist for bonus systems based on profit percentages or other metrics; aligning bonuses with clear objectives encourages achievement among staff.

Ensuring Effective Incentive Structures

While some organizations may set ambitious targets without offering rewards, success largely depends on having dedicated professionals who are motivated by incentives.

Tactical Sessions for Goal Formulation

How to Organize Tactical Sessions

Importance of Tactical Sessions

Tactical sessions are essential for engaging teams, fostering interaction, and formulating goals. They serve as a platform for collective responsibility in achieving business objectives.

These sessions help clarify the roles of different departments, such as sales and marketing, ensuring everyone understands their contributions to overall success.

Team Engagement Strategies

Bringing all team members together at the same time is crucial for effective debate and discussion. This engagement is vital for reaching specific goals during tactical sessions.

SEO professionals must be well-prepared for these discussions, as they often need to mediate conflicts and make decisions that affect multiple departments.

Common Mistakes in Goal Setting

Misunderstanding Percentages

A prevalent mistake in goal setting involves confusing percentage increases with percentage points. For example, increasing an NPS from 40% to 60% represents a 20 percentage point increase, not a 20% increase.

The Fallacy of Impossibility

It’s a common misconception that certain goals cannot be set or measured. The speaker emphasizes that any activity can be quantified in some way, allowing for goal-setting even when it seems challenging.

Measurement and Accountability

The principle of measurement is highlighted: it's better to measure something imperfectly than not at all. This approach encourages continuous improvement rather than paralysis by perfectionism.

Framework Development

The importance of developing frameworks around hypotheses is discussed. For instance, understanding customer dissatisfaction can lead to insights about product-market fit.

Goal Setting and Its Importance

The Challenge of Setting Goals

The speaker invites listeners to identify situations where they feel unable to set goals, expressing a genuine interest in exploring these challenges.

A common mistake is setting a goal without following through; this can lead to feelings of disappointment akin to failing after a period of discipline.

Emphasizes the necessity of maintaining health and focus on goals throughout the year, not just during specific tactical meetings.

The Process of Achieving Goals

If a sales team sets a target for new clients but fails to discuss it over time, it signals that the goal may not be taken seriously by the organization.

To achieve goals effectively, one must engage with the process actively; lack of interest can undermine success.

Highlights the importance of using goal-setting worksheets as tools for candidates during hiring processes.

Hiring and Goal Alignment

Properly articulated goals are critical when hiring specialists; clarity helps ensure alignment between expectations and capabilities from the start.

New hires should understand their targets' achievability within their probationary period, emphasizing realistic expectations for performance.

Examples and Practical Applications

Introduces an example from "Who," a book recommended for understanding effective hiring practices; stresses that reading this book is essential for grasping course content fully.

Discusses how setting clear goals impacts not only job performance but also recruitment strategies, enhancing overall management effectiveness.

Common Mistakes in Goal Setting

Addresses misconceptions about goal comprehension among audiences; many do not grasp key concepts despite apparent clarity in presentations.

Increasing Customer Lifetime Value: A Critical Analysis

The Importance of Specific Goals

The speaker critiques vague goals like "increasing customer lifetime value" as unprofessional and lacking specificity. They emphasize the need for concrete objectives that can be measured effectively.

A specific goal is proposed: extending customer engagement from 5 months to 10 months by January 1, 2021. This illustrates how to formulate actionable targets aligned with business strategies.

The speaker expresses frustration over poorly defined goals, suggesting that such ambiguity reflects a lack of professionalism and clarity in strategic planning.

Team Development Objectives

Discussion shifts to team growth, questioning the meaning behind vague statements about team development. The speaker insists on clear metrics for assessing progress.

A structured approach is suggested: forming three teams with specific achievements (medals), highlighting the importance of setting measurable milestones within a deadline.

Goal Management Strategies

Emphasizes the necessity of consolidating all goals into a single document or spreadsheet accessible to top management and potentially the entire company, ensuring transparency and focus.

Advocates for creating an environment where team members feel invested in achieving these goals, comparing it to mutual motivation between individuals striving towards common objectives.

Communication and Engagement

Stresses the importance of communicating goals not only to investors but also within the team. This fosters understanding among employees about business direction and operational dynamics.

Suggestion made to utilize practical methods for visibility—printing out goals and displaying them prominently in offices or digital platforms ensures constant awareness among staff.

Celebrating Achievements

Highlights the significance of celebrating goal achievements, regardless of whether they are met ahead of schedule or not. This practice contributes positively to workplace culture.

Celebrating Achievements in Team Dynamics

The Importance of Celebration

Celebrating goals is crucial for team morale; it fosters a culture of appreciation and recognition among team members.

Acknowledging achievements helps maintain enthusiasm and motivation, preventing a stoic approach to success.

Psychological Insights on Celebration

Psychologists refer to this practice as "celebrating achievement," emphasizing its role in reinforcing positive behavior.

Personal anecdotes highlight the importance of rewarding oneself after significant accomplishments, such as completing challenging projects.

Reporting and Accountability

Effective reporting is essential when setting SMART goals; it requires an artistic approach rather than just dry data presentation.

Automated reports can lead to disengagement if not actively reviewed or discussed, diminishing their intended impact.

The Role of Feedback

Lack of feedback on reports can result in a disconnect between goal-setting and actual performance, highlighting the need for active engagement with progress updates.

Regular reflection on goals is necessary; managing without clear objectives is deemed unprofessional and ineffective.

Key Takeaways on Goal Setting

Goals are not optional but essential for professional growth; they should be framed within the SMART criteria for effectiveness.