Why I don't Like Goals and What I Do Prefer Instead
I’ve never felt fully comfortable with the word GOALS, especially when used as a blind rigid steering mechanism or control tool.
V.U.C.A. world
In a world that’s increasingly volatile, uncertain, complex, and ambiguous (VUCA), fixating on fixed goals can give a false sense of clarity and control. It assumes we know the destination and the best route to get there. But in reality? There's a lot we don't know, and even more that we don’t know we don't know.
S.M.A.R.T. goals
Even worse are the SMART goals (Specific, Measurable, Achievable, Relevant, Time-bound). They might have made sense in more predictable, industrial-era settings, but today, they feel like a relic of an old paradigm. In complex, fast-moving environments, they can limit learning, kill curiosity, and leave no space for the unexpected.
That’s why I prefer INTENTIONS and DIRECTION. These give us a sense of purpose and momentum while leaving space for adaptation, experimentation, and course correction.
This mindset is deeply rooted in Design Thinking, Lean Startup, and agile ways of working. We move forward through small experiments, testing hypotheses, learning fast, and adjusting based on what we discover.
Direction gives us ALIGNMENT. Intentions give us ENERGY. But rigid goals? They can box us in and kill us in the process.
🤔 Curious to hear from others….
How do you balance direction with adaptability?
Do goals still work in a world that keeps changing under our feet?
PS) This is the first of a series of blogposts about how to work with goal setting within innovation and product / service development. Keep tuned to the coming weeks!
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This was an interesting read Jose, thanks for sharing. How can we be sure we’re aiming high enough with looser intentions? Well, I’m assuming they are looser than SMART goals. 🙂