One day Alice came to a fork in the road and saw a Cheshire cat in a tree. ‘Which road do I take?’ she asked. ‘Where do you want to go?’ was his response. ‘I don’t know,’ Alice answered. ‘Then,’ said the cat, ‘it doesn’t matter.
― Lewis Carroll, Alice in Wonderland
Defined goals are critical to any organization. How else will the direction the organization is headed be known? Goals should define where we are headed in 25 years, 10 years, 1 year, 6 months, tomorrow, and in ten minutes.
Goals allow for focus on what matters most and what matters now. Goals keep us on task. We should ask ourselves if what we are doing now and tomorrow is going to lead us to where we want to be a year from now.
The strategy of the organization should be defined by the end goal, with all tactics employed pointing in the same direction. Goals should always be set starting with the end in mind, then worked backward. One large goal supported by minor goals and the tactics and tasks needed to accomplish them. As an organization, the goals should stretch. Data and its analysis should be considered in keeping goals, strategy, and tactics as attainable and on target.