Business Marketing Magazine Summer 2017 January 2016 Creating Clear Businesses | Page 26

The schools followed the progress of their
graduates for twenty five years. In 1975,
they found the following:
• The eighty-seven percent who had not
established goals had performed in an average manner during the intervening twenty
five years. In short, after attending the most
expensive schools in the country, they had
achieved only mediocrity.
• The ten percent who had at least established mental goals, but who had failed to
write them down, had outperformed the
combined eighty-seven percent of their
classmates without goals.
• The three percent who had developed
written goals, had outperformed the ninety-seven percent of their classmates both
objectively and subjectively (they had more
money and toys and were happier).
TBe sure you understand each goal. For
example: if your goal is to achieve a certain
level of revenue. How much production,
sales and service must you maintain to
achieve that revenue? How many, and what
kinds of customers will you need? How
much prospecting / advertising must you do
to obtain those customers, etc.?
In addition, you need to think through and
fully understand how achieving each goal
will make your life and the lives of your
family, company, employees and customers
better. How will is make them worse (always
remember that there is no such thing as a
free lunch)? Similarly, how will delaying or
eliminating a given goal make everyone’s
life better? Worse? Answering these questions will help solve any issues that might
come up with #6, below.

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Tour goal should not cost more than it
is worth. For example: let’s say that your
goal is to reach X millions dollars in revenue during your first year of production.
You may be able to accomplish this but,
depending upon the amount of time, effort
and resources required to achieve it, it may
also cost you your family, your integrity, and
/ or your health. Would it be worth it? The
number of unhappy, unhealthy, divorced,
millionaire entrepreneurs is too great to
ignore.
Once you have defined your vision in clear,
measurable, achievab