Behaviours Over Outcomes

The Power of Behaviours in Achieving Success

Today, we’ll be exploring a topic that’s often overlooked in both personal and professional development: the importance of behaviours over outcomes.

Do You Actually Want To Achieve Your Dreams?

One of my favourite philosophers, Slavoj ?i?ek, offers a compelling anecdote that captures the complexity of human desires. He describes the plight of a married man with a mistress, who fantasises about a future where he can be with her without consequence. However, even if something happens to his wife, allowing him to be with his mistress, the man often doesn’t pursue the relationship. Why? Because his true desire wasn’t to be with the mistress but to have something unattainable—a dream just out of reach.

This scenario mirrors how many people approach their goals in life and business. They might set grand aspirations, but their actions—or lack thereof—reveal that they’re more enamoured with the idea of the goal than with achieving it. They chase something just out of reach without taking concrete steps toward it.

Contrary to what social media profiles and CVs might suggest, the number of people who achieve their goals is much smaller than we think. The reasons are multifaceted: fear of failure, fear of success, and the distractions of daily life. People often set goals that are too specific or too dependent on factors outside their control, leading to frustration and a lack of progress.

Take, for example, someone who dreams of playing football for England. Even if they become the best right-back in their area, factors beyond their control—such as the presence of six other right-backs in the national team—might prevent them from achieving that goal. This is why it’s crucial to set goals that are within your control and to focus on the behaviours that will get you there.

The Role of Behaviours in Success

The saying "it takes 15 years to be an overnight success" rings true.for most people we perceive as having instant success. Consistent, small efforts compound over time to produce significant results. Whether it’s writing a book, building a relationship, or growing a business, success is often the result of persistent behaviours rather than a single, monumental effort.

In the business world, however, the focus is often on outcomes—Key Performance Indicators (KPIs), sales targets, and other goals that may not be entirely within an individual’s control. For instance, setting a sales target of $12 million might seem motivating, but if a salesperson is already driven and working hard, this target might not push them further. Instead, it could lead to stress, especially when external factors like market conditions are unfavourable.

A more effective approach is to focus on behaviours that are within the team’s control. For example, instead of setting a sales target, you might ask your sales team to contact 50 companies each week. This behavior is measurable, actionable, and within their control. Over time, improving the process around this behaviour will lead to better outcomes naturally.

However, it’s important to consider the consequences of the behaviours you incentivise. If you reward salespeople solely for acquiring new clients, you might inadvertently neglect warm past prospects who are closer to making a purchase for example.

The Importance of Consistency

Success requires consistent effort, not just in reaching your goals but in maintaining them. Just as it takes effort to build a relationship, it takes continuous effort to sustain it. In business, this principle applies to maintaining customer relationships, market position, and overall performance.

A common mistake is to change behaviours once a certain level of success is achieved. For instance, a company might focus on acquiring high-profile clients at the expense of nurturing existing relationships. This shift can lead to a decline in the established market and a loss of what made the company successful in the first place.

Conclusion

As we wrap up, the key takeaway is this: behaviours are crucial. Think carefully about what your team can actually control, what behaviours you want to encourage, and how you can measure and reward those behaviours. Next week, we’ll dive deeper into how behaviours relate to processes and data, but for now, remember that rewarding the right behaviours is the foundation of sustainable success.