[By President & CEO Barry Lipsett] With the economy hitting everyone hard, the lofty goals we once made for ourselves and our companies now may be unattainable. How do we measure and where do we go from here? Should we re-focus our efforts, re-think and re-adjust our goals?
I am a big believer in setting goals and using metrics to help measure and guide my company, but during this time of uncertainty we need to become more flexible. Why not keep your smaller goals (and metrics) but do away with many of your bigger goals and stop your long term planning? No longer can it be argued that success was due to an Executive who “set a goal and remembered their goal at all times” (from “Rich Like Them” by Ryan D’Agostino). Books that focused on structure, planning and goal setting, such as “Seven Habits of Highly Effective People” have given way to books emphasizing creativity, flexibility and change. “Outliers” the bestselling book by Malcolm Gladwell shows how achievement can “follow a peculiar and unexpected logic.”
Before the recession hit in January of 2007 Eric Abrahamson and David H. Freedman anticipated the necessity and benefits of disorder with their book “The Perfect Mess.” They wrote about “The Seven Highly Overrated Habits of Time Management” and asked “what happens if after years of focus and consistency you discover you’ve picked the wrong goals?” The book quotes a management consultant, named Bill Starbuck, who believes that long range planning has an adverse effect (on growth). That’s because formal planning can end up locking companies into faulty strategies, focusing everyone’s energies on opportunities that never materialize and causing companies to ignore real opportunities that spring up in their place.
More recently Drake Bennett writing in the Boston Globe on March 15, 2009 questioned the effectiveness of goal setting. His article is titled “Why setting goals can backfire” and writes that “a few management scholars are now looking deeper into the effect of goals and finding that goals have a dangerous side” and that companies have the “ample ability to hurt themselves by setting blindly following goals.” Goals can “focus attention too much, or on the wrong things, it can lead to crazy behaviors to get people to achieve them” say Adam Galinsky a Professor at Northwestern University Kellogg School. Think of the Government’s goal of increased home ownership and how it caused so many problems of late.
As an entrepreneur it may be time to embrace some disorder and look for new opportunities. It can be argued that a moderately disorganized and flexible system may “yield better solutions” and bring better results. Some goals, however, may just be too important to ignore. Sales and profit are the life blood of your company and you probably need to re-adjust your goals and expectations until the economy turns for the better. Continually re-think where new opportunities may lie especially with increasing sales. For example, at Charles River Apparel, we have looked for opportunities where other may not think to look. One year the recipient of our Sale Rep of the Year Award was given to a Sales Rep that had been promoted from the warehouse and re-located to Texas. We based his potential on an effective personality test and his desire to grow with the company.
Remember that during a recession is when the most opportunities present themselves. So don’t be afraid to re-think your long term planning, re-adjust your goals and re-focus your organization to be more flexible. Going forward you may want to consider Drake Bennett’s thought that it may be a “good time to ask which of the goals we had set for ourselves were things we really needed to achieve, and which were things we only thought we should (achieve).”
Bottom line is that your organization may benefit most, right now, by being more focused on the work for its inherent interest and value rather than for its outcome of growth and profit. At Charles River Apparel we are continuing to look at our organization and make sure we have the right people in the right places. That each person is not only good at what they do but that they find value and meaning in their work.
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