Is Your Organization Future Ready?

One of the foundations of business improvement strategies is to align business activity against organizational objectives, customer requirement and business strategy. However, very often, this alignment does not exist and the reason? The teams do not know what the organizational goals and objectives are! 

Evan Apfelbaum, of the Kellog School of Management, once asked a a group at a top American consulting firm what the goal of the team was. He got eight different answers! Which was exactly my experience with the findings of a survey I carried out recently. The survey, conducted on a client’s key executives, was to gauge the organization’s ability to focus on and execute their most important goals. One of the questions in the questionnaire was, “If you know any of the top three goals of your organization, please list them..” To this, 22% said they did not know the top three goals, The rest responded as follows:

 

Goal #1

1.      It should be system driven

2.      Be the biggest ....supplier in India

3.      Number 1 in world.....

4.      Achievement of target set by..... for year

5.      Sound customer base

6.      To be #1 and capture 80-90%.... market in India

7.      Brand image

Goal #2

1.      Individual responsibility for ...  success

2.      Educate the customers

3.      Customer satisfaction through technical assistance

4.      Best customer service

5.      Sales target

Goal #3

1. No compromise on quality product
2. Stand with the competitors with good profit margins
3. Fastest and profitable subsidiary of .... India
4. Collection

This diversity of  views on the goals of the organization is one of the most common occurrences in teams that don’t perform well – if people are not focussed on that one common goal, it becomes difficult to achieve the purpose that it has been assembled for.

According to Locke and Latham, clear common goals affect individual performance through four mechanisms. First, the goals direct action and effort toward goal-related activities and away from unrelated activities. Second, they energize employees. Challenging goals lead to higher employee effort than easy goals. Third, goals affect persistence. Employees exert more effort to achieve high goals. Fourth, goals motivate employees to use their existing knowledge to attain a goal or to acquire the knowledge needed to do so.

In the case of this particular client, as a first step to bring about alignment in business activity, we recommended and executed a Visioning workshop, along with some more initiatives based on other findings of the survey.

Clear common goals that everyone understands, are critical to every organizations business success. They provide organizations with a blueprint that determines a course of action and aids them in preparing for future changes.

Is your organization future ready?

Reference: Encyclopedia of Business 2nd Edn.