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The importance of sticking with your company’s goals

By Jacob McKimm

Avoid changing your company’s goals on a whim


Jason Mudd talking about the value of staying with your goals.Goals are the cornerstone of your company’s success. A company that doesn’t have any goals, no matter how good your product or service, will be aimless.  


When your company decides on goals to achieve, it’s essential to stick with them. Your company’s goals lay the foundation for your growth plans, and changing them on a whim may impede that growth. Stick with the plan, no matter how good a sudden change to your company’s goals might seem in your head.


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The dangers of arbitrary changes

If your company decides to arbitrarily change goals on a whim, then your company risks:

  • Decreasing morale
  • Faith in projects plummeting

This applies both internally and to your customers. These parties need to have faith in your company for it to succeed. If they don’t, then customers won’t want to purchase things from your company, and employees won’t put their best into projects and campaigns. Either of these can spell disaster.



Consistency in communications

It’s important to stay consistent with communications about goals, as well. Suddenly deciding to shift gears and break from these communication strategies worsens odds of your original goal succeeding. It also makes your communications look unfocused, which is bad for your company’s reputation.


But, if your company is suffering a crisis, then  changing your communications suddenly to implement your crisis communications plan is essential for your crisis plan’s success. If a crisis happens, wait until it passes before resuming communications related to your goals.


Goals are not ironclad

There is an exception to this: changes based on data. Data-driven changes can help you adjust your goals to how things are working in the real world. A goal that stays consistent despite change-encouraging data will not be as successful as one based on data and input.


Some examples of this include:

  • Changing what social media platform your company focuses on after receiving surprising popularity on a platform where you weren’t expecting it
  • Cutting back on a “meet the employees” set of blog posts when you find they have low engagement compared to other blog posts
  • Deciding on a new goal set due to the large amount of growth your company has experienced in the past few years or quarters

Stick with your goals

A successful campaign is one that creates realistic goals and sticks with them, rather than abruptly changing them. Changes not driven by data or feedback might sound successful in your head, but they lead to uncertainty within and outside your company. Consistent goals and equally consistent communication derived from them are a solid cornerstone for success.


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McKimm_Jacob-1.jpgClients love Jacob’s speed. Jacob is an inbound marketing-certified webmaster. He earned an integrated communications degree from Florida State College at Jacksonville. Jacob joined Axia PR as an intern in August 2015 and earned his way into a critical role at our PR agency.

Topics: PR tips, internal communications

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