Ditch your Goals.

Why Setting Standards in Life and Leadership is More Powerful? Have you ever reflected about that?

In today's newsletter I want to bring to you attention why setting Goals doesn't work sometimes.

In our journey toward self-improvement and success, we often talk about setting goals—specific outcomes we hope to achieve.

Goals offer clear endpoints, whether it's getting fit, finishing a project, or hitting a sales target. But there's another, often overlooked approach that can be even more transformative: setting standards.

Standards aren't about achieving a single result; they're about creating consistent benchmarks of behaviour, quality, or performance. This shift in focus from goals to standards can have a profound impact on our willingness to grow and live better, as well as on how leaders drive progress and motivation within a company.

This article explores the key differences between goals and standards, the impact each approach has on personal and professional growth, and how leaders can foster a culture of consistent improvement by shifting from setting goals to upholding standards.

The Difference Between Goals and Standards

Definition and Approach

A goal is a specific target or result that we aim to achieve within a defined timeframe. For instance, a personal goal might be, “I will lose 10 kilos by the end of the month,” or a professional goal could be, “We will increase quarterly revenue by 15%.”

Goals focus on achieving a certain outcome, often in a specific way and timeframe.

A standard, on the other hand, is an ongoing expectation or level of quality and performance.

Standards reflect a consistent way of operating, such as, “I will prioritise healthy choices in my lifestyle,” or in a professional context, “We will always ensure high-quality service and client satisfaction.”

Standards are about maintaining quality, values, and consistency in behaviour over time, regardless of individual achievements or milestones.

Motivation: Extrinsic vs. Intrinsic

Goals are typically extrinsic motivators, meaning they drive us to act based on an external reward or outcome, like reaching a milestone or hitting a target.

Standards, however, tend to foster intrinsic motivation, as they focus on self-driven consistency and internalised quality expectations.

This fundamental difference in motivation can be a game-changer. When we’re driven by standards, we’re motivated to act in a certain way because it aligns with our values or desired identity, rather than simply reaching a temporary end-point.

Focus: Outcome vs. Process

Goals are outcome-oriented, meaning that once we reach them, the drive to keep pushing may wane.

If the goal is achieved, we celebrate, but if we fall short, we often feel a sense of failure. This can lead to cycles of high motivation and subsequent disengagement, where bursts of effort alternate with periods of relaxation or even burnout.

Standards, on the other hand, are process-oriented. They emphasise the behaviours, actions, and habits we engage in consistently.

By focusing on maintaining a standard of excellence in our everyday actions, we build a sustainable pattern of growth and improvement.

For example, the goal of “getting fit” might only be relevant until it’s achieved, but the standard of “maintaining an active lifestyle” supports long-term health and energy.

Adaptability and Resilience

Goals can be rigid, often leaving little room for adjustment if circumstances change.

A personal fitness goal might be derailed by an injury, or a sales target may become unachievable due to market shifts.

Standards, however, are inherently adaptable; they are benchmarks we can uphold and adjust as needed to continue performing well in changing conditions.

The Impact on Self-Improvement and Willingness to Thrive

Setting standards rather than goals promotes a mindset of continuous growth and improvement. Standards become part of who we are and shape our daily habits, making it easier to sustain positive changes over time.

People who live by high standards are consistently motivated because they see each day as an opportunity to uphold their values and improve on their past self, rather than just reaching a short-term target.

The Challenges of Goal-Driven Cultures

Many companies focus on setting and achieving annual or quarterly goals, aiming to reach specific targets, whether they’re financial results, project completions, or growth metrics.

However, an overemphasis on goals can sometimes lead to unintended negative consequences, such as high stress, burnout, and an overly competitive culture.

Employees may focus so heavily on hitting specific targets that they lose sight of the broader company values or long-term vision.

In addition, goals can sometimes drive short-term thinking, where employees prioritise immediate results over sustainable practices.

For example, a sales team focused on a quarterly revenue goal might make quick sales without fully vetting clients or understanding long-term needs, which can ultimately harm customer satisfaction and brand reputation.

Moving from Goals to Standards in Leadership

An alternative approach is to ditch traditional goal-setting and instead establish annual or ongoing standards for performance, quality, and behaviour.

By setting standards, leaders can create a culture where everyone knows the level of quality expected and strives to maintain it consistently.

Here’s how this shift impacts key areas of a company’s culture and performance:

1. Sustained Motivation and Employee Engagement

Goals can create periods of intense pressure followed by disengagement, especially if employees feel they’re chasing arbitrary targets.

Standards, however, foster a steady drive for excellence, as employees are encouraged to perform well every day, not just when deadlines or targets are looming.

2. Leadership’s Role as Model and Mentor

Leaders who set standards become models of consistent, values-driven performance. Instead of acting as goal-setters or task managers, they act as mentors and coaches, embodying the standards they expect from their teams and encouraging employees to integrate these standards into their work.

3. Improved Organisational Culture

A standards-based culture priorities long-term quality and integrity over short-term results. When standards are upheld, employees feel a sense of pride in their work, leading to stronger commitment and a healthier workplace environment.

Standards-based leadership also promotes a supportive atmosphere where collaboration and innovation can thrive.

4. Enhanced Innovation and Adaptability

Companies that rely heavily on specific goals can limit their adaptability, as employees may avoid taking risks or trying new approaches if they feel it will interfere with achieving a goal.

In contrast, standards encourage a mindset of continuous improvement, where employees are more willing to experiment and bring forward innovative solutions because the emphasis is on quality, not just achieving specific targets.

In summary this table points the main differences:

Key Takeaways: Think Standards, Not Just Goals

In my practice as corporate builder, I have seen many behaviours thinking on short terms, companies with lower employee morale and direct impact on the bottom line. And when Gallup points that only 13% of employees love their work, it is something fundamentally wrong.

To shift from goals to standards, start by grounding the organization in its core values and purpose. Not on the company walls, but really lived in.

Values define what the organisation stands for, guiding decisions and behaviours, while purpose connects the organisation’s work to a broader, meaningful impact.

From this foundation, articulate a clear vision that describes the future the organization is striving to create, focusing on the long-term transformation it seeks rather than short-term achievements.

With this vision in mind, develop a mission that outlines how the organization intends to fulfil its purpose on a daily basis, emphasising ongoing quality, integrity, and impact.

Next, nurture a culture that reflects these principles by rewarding consistency, collaboration, and quality over mere results.

This culture shift empowers teams to focus on doing their best work each day rather than chasing arbitrary targets.

Finally, translate these standards into actions by setting clear, behaviour-based expectations and supporting continuous improvement.

Leaders should model and reinforce these standards, celebrating small wins in line with the organisation’s purpose and demonstrating that consistent quality and integrity matter more than short-term outcomes.

For Individuals: Living by standards rather than goals helps create a resilient mindset, motivating continual growth and improvement. With standards, our behaviours become consistent and align with our values, fostering a sense of fulfilment and purpose. Rather than feeling pressure to reach specific targets, we’re driven to live up to the best version of ourselves.

For Leaders: Shifting from goals to standards transforms the company culture from short-term pressure to long-term excellence. By modeling standards and creating environments that reward consistent quality, leaders encourage a culture of sustainable improvement, innovation, and collaboration. When teams are motivated to maintain high standards, everyone benefits—from improved morale to better organisational performance.

In the end, a life or company guided by standards, rather than solely by goals, is better equipped to grow, adapt, and thrive in the face of change. Goals can set the direction, but standards keep us moving forward with consistency, integrity, and purpose.

Try your self and let me know your achievements. I am sure you will not be disappointed.