Bill Canady breaks down how to write a goal that actually works: one sentence with a number, a unit of measurement, and a date. Most executive teams need four hours to nail it. Vague wishes like "become the supplier of choice" don't work because they can't be measured.
How to write it now. It's one sentence, a number, a unit, a day. That's the whole specification. And it takes most executive teams about 4 hours to produce, which tells you something about how rarely anyone makes them choose. Now, let me give you the trap because this is where almost everybody lands the first time. Most goals are wishes. That's right. Wishes. Because become— most goals are wishes. Become the supplier of choice in our category. That's a wish. Drive operational excellence. Wish. Drive a world-class customer experience. That's the wish wearing a suit.
