Set “End Goals” and not just “Means Goals” | Guest Blog post by Coaching 4 Growth & Assoc.

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Murray Browne
Coaching 4 Growth & Assoc.
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As we launch into a New Year it’s a time to set goals and to focus on achieving them but it’s also a good time to check to see that we’ve set “End Goals” and not just “Means Goals”.

You know what I mean don’t you? It’s traditional in business to set profit goals, but not so traditional to think beyond those profits (those “means”) to how we want to use them (our “ends”). Now’s the ideal time to make sure you spend 2012 aiming for “what really matters” rather than for “what really glitters”.

To paraphrase Bobby Kennedy, whether it’s a country measuring its Gross Domestic Product, or a business measuring its Profit, neither measures “the health of our children, the quality of their education nor the joy of their play. It measures neither our wisdom nor our learning, neither our wit nor our courage, neither our compassion nor our devotion to country. It measures everything in short, except that which makes life worth living.”
Profit is just one dimension of business, of the economy and of our community as a whole. Two other dimensions – “purpose” and “meaning” – are now beginning to exert a larger influence upon how we go about achieving the first, and can thus shape both our personal and collective business behaviours.

Good Goals Attract (and Retain) Good People

There is now a strong and growing body of evidence that enterprises that clarify their purpose for being and the meaning they invest in their activities will increasingly attract those whom social commentator Hugh Mackay calls “the affluent purpose seekers”. These are generally intelligent, talented, energetic and self-disciplined people (that’s how they became affluent in the first place, and why they seek purpose) and it’s these folk who tend to tick all of the boxes in terms of what we seek in an ideal team member.

So the interesting question you might like to ask yourself is, “Am I an affluent purpose seeker?” If you’re ready to explore that BIG question, here are three smaller questions (posed by Norman Drummond, visiting professor of leadership at Edinburgh University) that may help lead you towards the BIG answer:

1. Who are you?
2. Why are you living and working the way that you are?
3. What might you yet become and do with the rest of your life?

Need some help with clarifying your business goals? Give me a call or send me an email.