“Why do good companies lose market share?”

Because they are competing with great companies? what is the difference? Two teams with identical qualifications and experience working in the same organization perform very differently. One (Type 1) consistently meets the targets and the other (Type 2) consistently exceeds the targets and outperforms the peers.

Imagine one company has all the Type 1 teams and the other has all Type 2 teams. The market share of the second organization will consistently go up and create sustainable leadership. The other will meet targets but lose out over time.

The root cause?

The first organization had a very strong goal setting and follow up process, while the managers in the second were helping their teams to understand how their goals are helping the company achieve its goals and even better how they are impacting the society.

Tata Steel managed to achieve this very well. Even a boiler supervisor believes that he is generating steam efficiently to help Tata Steel achieve its objective of being the lowest cost steel producer in the world. He also believes that he is helping the company to generate extra profit which will help @Tata Trust to contribute to the society.

In our competitive corporate landscape, goal setting is fundamental but alignment of goals with organizational goals and with the larger purpose is critical to outperform the competition.

This alignment demands intentional, consistent communication from leaders. It’s not a one-off speech, but daily reinforcement linking individual contributions to the organization’s goals and higher purpose.

The hashtag#benefits are game-changing:

1. Increased engagement and enhanced performance
2. Unleashed innovation, teamwork, and unified organization culture
3. Greater resilience and sustainability

Challenge for hashtag#leaders: Look deeper.

1. What’s the purpose? What is your organizational goal?
2. How effectively are you communicating it?
3. Are you consistently reinforcing the connection between daily tasks and broader impact on organizational goals and its purpose?
4. Goals are milestones. The purpose is the journey giving those milestones meaning. Aligning the two nurtures a workforce that’s not just productive but inspired.
5. It’s time to move beyond simply setting objectives. Let’s foster a shared sense of organizational goals and its purpose that elevates everyday tasks into meaningful contributions. When personal aspirations resonate with organizational mission, we create enduring legacies.

In essence, goal alignment isn’t just about meeting targets—it’s about creating a workplace where every task resonates with the organization’s goals and a larger purpose, driving both individual fulfillment and organizational success.