As companies everywhere engage in their annual ritual of goal setting for 2025, at MarketShare Communications, we’re taking a different approach. While others are asking, “What are our goals?” we’re asking, “What do we want to achieve?” This subtle shift in perspective makes a profound difference in how we plan, execute, and succeed.
The Limitation of Traditional Goal Setting
Traditional goal setting often falls into predictable patterns:
- Setting arbitrary revenue targets
- Aiming for specific client numbers
- Planning general market expansion
Here’s the problem…they don’t have a concrete foundation.
- Setting arbitrary revenue targets – without knowing if they are realistic
- Aiming for specific client numbers – based on previous years’ projections
- Planning general market expansion – by repeating the same old tactics
While these goals might look good on paper, you can see that they lack the detailed roadmap to turn aspiration into reality. They’re the “what” without the “why” or the “how”.
The Achievement-Focused Advantage
At MarketShare Communications, we’ve learned that achievement planning differs from goal setting in several crucial ways:
- Actionable vs. Aspirational
Goals say: “We want to increase market share by 20%.”
Achievements specify: “We will establish presence in three new market sectors through targeted campaign launches in Q1 and Q2.” (See the difference?)
- Measurable Progress vs. End Results
Goals focus on the destination.
Achievements break down the journey into measurable milestones, each representing tangible progress.
- Resource Alignment vs. Wishful Thinking
Goals might state: “Expand our digital service offerings.”
Achievements outline: “We will launch two new digital service lines by building internal capabilities and strategic partnerships.”
Our Achievement-Planning Framework
At MarketShare Communications, we turn goals into real achievements using a simple three-step approach.
First: We define the impact by asking straightforward questions: What value will this bring to our clients? How will it make us stronger in the market? What results can we actually measure?
Next: We map out the journey. This means we set clear milestones along the way, make sure we have the right people and resources in place, and create realistic timelines to track our progress.
Finally: We build accountability into everything we do. Someone takes charge of each project, we keep the communication flowing with scheduled meetings and/or updates, and we track our progress with simple metrics.
This practical approach helps us move from goal planning to actually achieving our objectives.
A Real-World Example
What is the Business Goal? “Grow Our Business 20% in 2025”
What is the Achievement Plan?
- Review website and be sure it is optimized for search engines
- Implement monthly emails to clients and prospects to help generate leads
- Develop a social media strategy with a calendar of posts to build awareness
- Attend and become active in local networking groups to meet new people
- Add regularly scheduled blogs and articles to website and social media
- Implement a sales training program to help team members develop and nurture client relationships
See the difference between setting a goal and planning your achievements?
Looking Ahead to 2025
As we plan for 2025, we’re not just dreaming big – we’re achieving big.
Our achievement-focused approach means every initiative has:
- Delegated responsibilities
- Resource allotment
- Timeline milestones
- Success measurements
While others might spend Q4 setting goals for 2025, we’re mapping out our achievement strategy. This isn’t just semantics – it’s a fundamental shift in how we approach success. By focusing on achievements rather than goals, we create a clearer path to success, better accountability, and more meaningful outcomes for our company, our team and our clients.
Remember: Goals are dreams with deadlines, but achievements are dreams turned into reality through strategic action.
Want to learn more about our achievement-focused approach? Contact MarketShare to discover how we can help transform your organization’s goals and aspirations into achievements.