How to Make Your Strategy Match Your Goals

How to Make Your Strategy Match Your Goals

When it comes to running your business, we know there are always things on your plate. You have a lot to think about! If you’re like our CEO, Celeste Edman, you set pretty intense goals for yourself and your business.

When you’re delegating a lot of your brand’s work to employees, it sometimes feels difficult to ensure that strategy is in line with your brand’s goals. In fact, sometimes you might wonder if they are working against each other.

How can a brand better set their strategy to match specific goals? It’s not as difficult as it sounds. We gathered up a few tips from not only Celeste but other experts and our own data-centric approach.

1. Share your goals with your employees.

It feels obvious, but it bears stating: if you don’t share your goals with your employees, they won’t know if their work is getting you closer to the goal or further away. If you rely on your employees to set strategy for the day-to-day management of your business, having goals will not only help them do their jobs more efficiently and effectively—but will also ensure that your strategy reflects your goals.

2. Analyze the data surrounding your strategy—as well as your goals.

As we’ve written in previous blog posts, your strategy should be data-driven. For us, using data gives us a better idea of how our efforts are doing, what we can improve on, and, realistically, what we can achieve.

When it comes to setting goals, using data is one of the best methodologies. If there is a strong data element then your goal, there should also be data to back up your strategy. They go hand-in-hand. As time passes, keeping an eye on the data surrounding your goals—and how strategy and employee work is affecting the data—is an important part of managing your strategy and making sure everything still lines up.

3. Assign work that ensures company goals are kept in mind.

Again, we know this sounds obvious, but it’s worth pointing out!

At a former job, I one time found myself being handed a task by a coworker who had too much on their plate; as I was working on getting it done, our shared boss (and the business owner) asked me what I was doing. As I explained, the way she looked at me became increasingly confused. Apparently, the task I was doing was well-intentioned but exactly opposite of what she wanted to happen.

Sometimes, work gets assigned over time and repeating tasks that employees do month-to-month end up not getting the attention they deserve—and therefore, don’t change according to strategy. Communication appears to have happened, but it doesn’t. As well, sometimes work is taken on that is purely of-the-moment problem solving; putting out a fire seems of the utmost importance, but what if that work directly contradicts your goals or strategy?

It can be difficult to try to be omnipresent when it comes to this kind of work. But having a good idea of what repeating tasks, or emergency tasks, your employees are taking on and how that work addresses the goals of your company is important. It is worth it to communicate to managers and employees that all work, even emergency tasks, should be brought to a manager first in order to determine the best method to keep that work in line with strategy.

4. Set goalposts & stick to them.

One of the hardest parts of setting (and keeping) goals is setting points at which to stop and assess whether what you’re doing is working. In the long run, it might be easier to set small goals that add up to a larger goal—this way, you have stopping points throughout the year to ensure success. If you plan to take a look at the data surrounding your goal at 6 weeks (to then assess strategy for the next 6 weeks), don’t put it off or move it to 8 weeks or 12 weeks. Keep your goalposts consistent and stick to them to ensure that what you’re doing is actually helping.


We know this all seems pretty basic, but when you’re in the middle of it, staying mindful of your goals can be incredibly challenging—especially if you feel like you’re putting out little fires every day that distract from the work that aims to help your business grow! If you’d like help with establishing a better strategy for your business, we’re always here to help. Just click here to send us an email.
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