It’s more important to have a compelling aspiration than goals.
Aspirations give us direction. Aspirations give us meaning and motivation. Aspirations inspire us to stay committed to a longer-term effort.
Goals (and their more specific cousins, objectives), give us feedback on our journey toward our aspiration.
Yes, goals and objectives help us measure progress. Yes, goals and objectives give us something to celebrate when we reach them. Yes, goals and objectives help us identify what specific work we should focus on.
But, without a compelling aspiration, all the work, all the progress, all the effort and resources may not lead to anything that matters. It is only when our goals are aligned and in support of a compelling aspiration that they make deep sense to us.
It can be difficult to pin down an aspiration that is durable, meaningful, and inspiring. Here is a short-cut hack: Create an aspiration that identifies how you want to serve more or serve better, not how you will benefit from that service.
