Are Your Goals Truly Aligned, or Are You Inadvertently Fostering Disarray? (Part 2)

Written by Kitti Junchookiat, Senior Consultant at BTS Thailand

In today’s high-stakes business environment, the gap between strategy and execution often defines the difference between success and stagnation. For leaders, this “moment of truth” reveals not only the efficiency of their plans but also the authenticity of their commitment to guiding teams toward shared goals. Execution demands more than intent; it calls for self-reflection and adaptability. As you explore these insights into leadership execution, consider how each point challenges conventional thinking and invites a more proactive, purpose-driven approach.

Moment of Truth:

It’s common for leaders to feel that setting goals is a task to check off the list at the beginning of the year, leaving team members to work independently toward the targets. Leaders may communicate these goals in an annual meeting or memo, expecting their teams to naturally absorb, align with, and remember the direction throughout the year. However, with limited reinforcement, these goals can easily become “shelf objectives,” getting lost in the day-to-day tasks and immediate demands of the job.

When goal communication is rare, it can lead to misinterpretations and differing individual focuses. Without regular alignment, individual contributions can miss their mark, and team morale may decline, as employees feel disconnected from the larger organizational mission.

Way Forward:

1. Transition to Active Stewardship: Leaders should shift from viewing themselves as mere conveyors of information to being proactive stewards of goal alignment. Instead of setting goals at the start of the year and assuming they’ll remain relevant, leaders can make alignment a continuous priority, actively guiding the team to integrate goals into everyday actions.
2. Integrate Goals into Regular Touchpoints: Embedding goals in regular conversations—such as weekly check-ins, performance reviews, and project meetings—reinforces alignment and allows for incremental adjustments as conditions evolve. Constant recalibration not only keeps goals top of mind but also encourages adaptability, ensuring the team remains agile and engaged despite the uncertainty.

Moment of Truth:

In fast-paced environments, sticking rigidly to initial goals can seem out of touch, especially when external or internal shifts demand a recalibrated approach. Leaders may be aware that priorities need to shift but worry that changing course mid-year could undermine their authority or disrupt the team’s focus.

When market conditions shift—due to unexpected competitors, economic downturns, or changes in consumer demand—clinging to original targets can lead to missed opportunities and wasted resources. Teams may find themselves exerting tremendous effort toward outdated objectives, leading to frustration and reduced motivation. This can also cause burnout, as employees sense the disconnect between their hard work and the company’s current reality.

Way Forward:

1. Normalize Goal Flexibility: Leaders should set the expectation that goals are dynamic, responding to real-time changes in the business environment. Normalizing goal adjustments fosters a culture that values responsiveness over rigidity and shows that flexibility is a strength, not a weakness.
2. Communicate the Why Behind Adjustments: If goals must shift, leaders should explain the rationale for the change, framing it as a strategic move in response to new information. Setting this tone reinforces that adaptability is part of the organization’s DNA and can build trust, demonstrating that each goal adjustment is made with the team’s success in mind.
3. Adopt a Rolling Planning Approach: Moving away from annual goal-setting to a more iterative, rolling approach with quarterly or biannual checkpoints allows goals to be realigned periodically. This framework lets leaders address emerging challenges and seize new opportunities while providing the team with a clear sense of direction.

Effective execution is more than a series of actions—it’s a commitment to sustained alignment, accountability, and personal growth. As you reflect on these insights and practical steps forward, ask yourself: Are you ready to lead with clarity and resilience? True leadership calls for a shift from simply directing action to embodying the vision you expect others to follow. It’s time to step up, engage fully, and drive results that resonate throughout your organization.

In the next article we will explore other kinds of leadership moments and ways forward. Stay tune.

About the Author

Kitti Junchookiat is a Senior Consultant at BTS Thailand, specializing in organizational change, leadership development, and people management. Known for his ability to navigate complex business challenges, Kitti offers critical insights and effective development strategies. Personable and inspiring, he provides a steadying presence during high-pressure situations. Passionate about coaching and facilitation, Kitti believes in leading by example and building a winning team mindset, essential for success in today’s fast-paced world.

Executives and leaders seeking expert guidance on organizational change, leadership development, and team alignment can reach out to Kitti for tailored coaching and strategic solutions. With his experience in navigating complex business challenges and fostering high-performing teams, Kitti is well-equipped to help drive impactful transformation within your organization. Contact him at [email protected].