Purpose, Action, and Results
Managing a team of people toward a specific goal is much like being an entrepreneur starting a company. Both set goals and objectives, and both are accountable for bringing value to their companies, teams, and customers. As with entrepreneurs, managers can get caught up in the minutia and lose sight of their goals. By the same token, managers and entrepreneurs who develop an execution strategy have a better chance of achieving their goals.
A strategy provides purpose, purpose determines actions, and actions drive results. Which actions have the greatest impact on goal attainment? We can look to the job for answers.
“What makes people work is an idea worth working for, along with a clear understanding of what needs to be done.”Michael Gerber, The E-Myth Revisited
If the Job Could Talk
If the job could speak for itself what would it say? Perhaps it would say that the person who fills the role should have the knowledge and skills to proficiently:
- Perform these actions ____________. (e.g. articulate a value proposition, demonstrate a product, facilitate a meeting, present a solution, satisfy a disgruntled customer, analyze a financial statement)
- Produce these documents ___________. (e.g. project update, executive summary, an opportunity review sheet, a case study, a job aide, marketing collateral, a proposal for services, a legal contract)
Begin by focusing on the top three documents and/or actions, that impact goal attainment and then coach for performance. In addition, hold employees accountable for producing high quality documents and actions. That is the kind of accountability that drives results.
Whether the actions are writing email communications, launching products, or selling solutions, managers should set quality standards and expect excellent execution. Emphasize standards and excellence in your everyday communications, meetings, and coaching sessions. While coaching, remind your team of the importance of their job, effort, and results.
“The work we do is a reflection of who we are.”Michael E. Gerber, The E-Myth Revisited