When all the evidence shows that people with good goals at work out-perform the rest without having to work harder - WHY don't managers set good goals for their people? This research summary throws some light on the challenge for you.

1. Copyright 3C Associates Ltd | info@3cperform.co.uk | T: +44 (0) 1491 411 544
Goal Setting or Fire Fighting?
How managers believe they create value

2. Copyright 3C Associates Ltd | info@3cperform.co.uk | T: +44 (0) 1491 411 544
Whenever we talked to OD & HR teams about goal setting
we got similar answers – “the managers won’t/don’t/can’t
set goals effectively.”
Setting goals is widely known to improve performance – so
what’s the problem?
We set out to do a little research ourselves…

3. Copyright 3C Associates Ltd | info@3cperform.co.uk | T: +44 (0) 1491 411 544
We asked a selection of managers
how long they spend setting goals
75% told us they DON’T BOTHER to set goals – because
they fight fires instead.
“Many of my recent jobs have had the description: ‘I put out fires.’
How do you write that up as a goal with measureable metrics?”
Electronics engineer & project Leader, medical devices industry

4. Copyright 3C Associates Ltd | info@3cperform.co.uk | T: +44 (0) 1491 411 544
So we asked managers why they don’t set goals…
“We often say, work smarter not harder, but the smart people, who
work as a team, who collaborate, get their work done within their
working day, and never have fires to fight, are not the ones who get
rewarded. How stupid is that?” Electronics Engineer, large
consulting firm

5. Copyright 3C Associates Ltd | info@3cperform.co.uk | T: +44 (0) 1491 411 544
They were blunt…
• Because they think their jobs change so fast that there is
no point setting goals
• Because they think goals don’t add value
• Because it’s too difficult
• Because it takes too long
“Honest, it's not just programmers being difficult to manage. What we do
for a living is not at all repeatable, we are always creating brand new stuff
out of pure thought and creativity, and it's very hard to measure.”
Software engineering manager

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Of those that DO write goals…
…over 50% spend 1-2 hours per employee!
Hours spent per employee writing goals for performance reviews
M ay 2011
0 10 20 30 40 50 60
Les s than 30 m inutes
30 m ins - 1 hour
1-2 hours
m ore than 2 hours
% of res pondents

7. Copyright 3C Associates Ltd | info@3cperform.co.uk | T: +44 (0) 1491 411 544
We then asked HR and OD professionals how long the
managers in their organisation spend setting and writing
goals.
The MAJORITY do not know how much time is invested in
goal setting in their organisation.

8. Copyright 3C Associates Ltd | info@3cperform.co.uk | T: +44 (0) 1491 411 544
Some managers think goal
setting actually reduces performance
“If teamwork and innovation are important, then individual
goals and objectives are worse than a waste of time.”

9. Copyright 3C Associates Ltd | info@3cperform.co.uk | T: +44 (0) 1491 411 544
Even when they do set goals,
managers ensure people aren’t
held to account too much!
“There is a great sense of achievement when goals are met
but we do not let them become everything. Business
priorities still take precedence and if that prevents people
from achieving goals we give an alternative route to the pot
of money!” Marketing Manager – software company

10. Copyright 3C Associates Ltd | info@3cperform.co.uk | T: +44 (0) 1491 411 544
Summary
Organisations generally expect people to be set goals with
or by their manager
Organisations have very little idea of how much time,
energy and thought this process requires to make it
effective and valuable
Managers are voting with their feet and avoiding setting
goals wherever possible

11. Copyright 3C Associates Ltd | info@3cperform.co.uk | T: +44 (0) 1491 411 544
And yet…
…all research evidence shows that without effective goal
setting:
• performance falters
• motivation drops off
• results decline

12. Copyright 3C Associates Ltd | info@3cperform.co.uk | T: +44 (0) 1491 411 544
How do we help fire fighters
become goal setters?
If it were easy, all organisations would already have
fully effective goals for all their people

13. Copyright 3C Associates Ltd | info@3cperform.co.uk | T: +44 (0) 1491 411 544
But it can be done
“…you’ve transformed our approach to goal setting”
“I feel so much more confident now”
“…at last we’ve got an approach that our managers can
actually use”
3C …putting managers at the heart of Performance
Management