Why is it important to set goals?

Research confirms that benefits of goal setting include establishing a higher performing professional culture on an individual, team and organisational level, and a more satisfied workforce. For best effect, goals should not be defined on a standalone basis, but rather be associated with clearly formulated and measurable milestones, as well as deadlines.


Conversely, the absence of goals prevents you/your team from keeping sight of where you are heading and how your efforts tie into the strategic direction of your firm.


The nature of the goals you want to set for your personal or professional life will vary according to your own or your company’s business model and current needs. Examples may include the following:

• Goal: Increase profitability. Milestone: Secure $1 million new client sales per month by the end of Q1 2021.
• Goal: Grow market share. Milestone: Generate 100 potential client leads by 30 September 2020.
• Goal: Get fit. Milestone: Run 5k three times a week for the next six months.

Check out Pembio for a ready-to-use tool that helps you and your team implement a structured goal setting process.