So many times I find myself in a conversation with an agency that’s experiencing frustrations or growth challenges. Many times, their expectations are not in alignment with their goals. So I often ask the question: What are your goals? And the answer I usually get is: “to grow my agency!” That’s like asking a General in the middle of a war what his goal is and his answer being: “to win the war!” But HOW?

Before you engage in war or create agency goals, you must have a PLAN. Achieving a goal is the result of having core values, organizational alignment and focus, having the right people doing the right things right, and having a clear strategic plan of execution. Start with the end in mind. What are your goals? How will you achieve them? Who will help you achieve them? Who will measure and monitor your success? And when should the goals be accomplished?

Verne Harnish’s Best Seller, Mastering the Rockefeller Habits, explains these practices in great detail and highlights critical areas small companies should focus on in order to experience true growth. I highly recommend this book to anyone who is looking to take their business to the next level.

Remember, once your goals are defined and assigned, you can more effectively create achievable annual, quarterly, monthly, and personal goals that will ultimately help you win the war!