Don’t Forget Culture In Goal Setting
As the year draws to a close, many organizations start to wrap up their current year achievements and set new goals for the coming year.
Many companies will try to accurately measure their results of their sales, profits, and other measurables such as customer service scores, account growth, market growth, and staff turnover.
But has any of these goals resulted in solidifying or growing your culture in the past year?
While sales and profits are a necessary ingredient towards longevity and sustainability, if your goals neglect culture and the preservation of your core values, then your organization may be in an eventual jeopardy at some point down the line.
Threading your culture through each and every goal ensures that your organizational identity, your company DNA, stays pure and does not get diluted or lost in attaining numbers and other tangible results. Any company’s reason for existing always starts out with the “why” and their cultural values, with sales becoming a means to achieve and grow that vision. However if those core values don’t get rolled into the goals year to year, you may start to see a trajectory of diversion from them in pursuit of profits and market share. When that occurs, it usually causes great disruption within the organization, often resulting in reactions such as restructuring, leadership churn, downsizing, or selling off.
To insulate your company from cultural drift, make every result category be a subset of a cultural value. For example, if customer service is a key value, ensure your customer growth, sales, and NPS scores align with this focus. For a value of innovation, set goals through product development on certain number of new items that result in long-term stickiness, and highlight innovative ways that your sales team can attract new customers or grow their account base. Learning and personal development can be tied into continuous OJT and online self-paced learning modules, and integrity can be based on how new accounts are pursued, and existing customers managed.
The importance of laying your cultural foundation down every year in goal setting ensures the vision and brand of your company never gets lost. Each new year brings optimism and the hope of becoming better and more successful. And by taking the time to deliberately refresh your entire organization in your core values, you will ensure that the new year will be set up for that success.