It’s that time of year again. You’re sitting at your desk, a blank document open in front of you, and the weight of the next 12 months staring you down. It’s time to set targets for next year—targets that will inspire your team, convince your stakeholders, and, most importantly, make sense.
Here’s the problem: if your goals are too easy, no one cares. Too hard? You’ll crush morale. Somewhere in between lies the sweet spot—a target that’s challenging yet achievable, ambitious yet grounded. How do you find it? Let’s dive in.
Why Targets Matter (Hint: It’s Not Just About Numbers)
Before we talk about how to set targets, let’s get one thing straight: targets are more than numbers on a spreadsheet. They’re the North Star for your team—a rallying cry that says, “This is where we’re headed, and we’re going to crush it together.”
Great targets inspire action. They energize your people and give them a reason to push harder, think smarter, and do their best work. But bad targets? They create doubt, confusion, and frustration.
So, let’s get it right.
Step 1: Start with Reality
Here’s the truth: ambition means nothing without reality. Start with an honest assessment of where you are right now. What worked this year? What didn’t? What are the external factors you can’t ignore?
Ask yourself:
- What’s the baseline? (Your current performance metrics.)
- What’s changing? (Market trends, industry shifts, internal resources.)
- What’s non-negotiable? (Revenue, growth rates, customer retention goals.)
This isn’t about playing it safe; it’s about understanding the foundation you’re building on.
Step 2: Dream Bigger
Now comes the fun part. Once you’ve got a solid grasp of reality, it’s time to think bigger. What would success look like if you pushed the limits?
Here’s a trick: visualize the end of next year. Imagine your company’s annual meeting. What would you need to achieve to have every single person in that room feeling proud, motivated, and ready to tackle the next challenge?
Be bold, but don’t go overboard. Unrealistic goals are the fastest way to lose credibility. Instead, aim for what I like to call “stretch targets”—goals that require your team to level up but still feel achievable with the right focus and effort.
Step 3: Break It Down
Big goals are great, but they can also feel overwhelming. That’s why you need to break them down into smaller, actionable pieces.
For example:
- Annual Goal: Increase revenue by 25%.
- Quarterly Goals: Launch two new products, expand into one new market, and increase customer retention by 10%.
- Monthly Goals: Track and optimize specific KPIs, test new marketing strategies, and onboard new talent.
By chunking your targets, you make them less daunting and easier to track. Plus, it gives your team a clear roadmap to success.
Step 4: Involve Your Team
Here’s where most leaders go wrong: they set targets in isolation and then expect their team to rally behind them. Don’t make this mistake. Your people are the ones who’ll execute these goals, so bring them into the process.
Hold brainstorming sessions. Ask for their input. Show them the data and let them help define what’s realistic. When your team feels ownership of the targets, they’ll be more motivated to achieve them.
Step 5: Make It Emotional
People don’t chase numbers—they chase meaning. It’s your job to connect your targets to a bigger purpose.
Why does hitting these goals matter? Will it lead to promotions, better tools, or new opportunities? Will it help the company make a bigger impact in the world?
The more emotional the connection, the more invested your team will be.
Step 6: Build Accountability and Celebrate Wins
Targets are only as good as your follow-through. Build a system for tracking progress, whether it’s weekly check-ins, monthly reports, or quarterly reviews.
And don’t forget to celebrate the wins—big and small. Recognition fuels motivation.
Conclusion: A Call to Action
Here’s the deal: setting next year’s targets isn’t just about hitting numbers; it’s about building momentum. It’s about showing your team what’s possible and giving them the confidence to chase it.
So, take a deep breath. Be bold. Be realistic. Be inspiring. And remember, the targets you set today are the foundation of your company’s future. Make them count.
by Martin Pino 
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