Bill Canady shares two rules for goals that actually work: avoid conjunctions like "while also" that sneak in a second goal, and say it out loud to catch unclear wording. Use this template: Improve [measure] by [number][unit] by [date].
2 constraints. First, no conjunctions to add a second goal. The moment you write while also, you now have 2 goals, and 2 goals is the beginning of 25. So second, say it out loud before you accept it. If you stumble reading your own goal, so will everybody else, and they'll stop trying by the second week. Format it to start from improve, Insert Measure, by number, unit, by date, right? So I'm going to improve my margin by the number of units I sell by this date. That's the shape. Fill it in with your business.
