Goals or Expectations: The Best Leaders Define the Difference

Goals and expectations are not the same thing. At least not in my mind. These two words are both commonplace in the retail space, and sometimes used interchangeably. Expectations should be clear, concise, and precise. This is what must be done. Goals take on a more aspiration connotation and can be interpreted as something we aspire to achieve, but not required. It is a matter of ‘nice to have’ versus ‘must have.’ Setting clear expectations and ensuring that everyone understands the expectation is a critical role the leader plays and also sets the basis for having an environment that is supported through accountable team members.

As much as goals and expectations may be different, they can (and should) be complimentary of each other. Using them in conjunction can become a powerful way to stretch your team, reach new heights, and continually raise the bar for success. Blending the two concepts can be a recipe to move from average to excellent with consistent results.

Why would a goal only be aspirational?

I do not set goals only to be aspirational. Why would you? That suggests that you will not achieve them, and it is just something you are shooting for in a far-off kind of way. Goals should be aspirational in the sense that you want to aspire to a higher level, but it also means I am taking steps to achieve that new level. 

Setting clear expectations

Step one of any effective leadership program will invariably start with the sentence “set clear expectations”. If you want to achieve positive forward movement, there is no better way than to share a vision, the path forward, and a clear definition of what success will look like. Whether that begins as a goal you have set or something else, the expectation of reaching the finish line must be clear to everyone involved.

The blurred lines

When speaking about financial results, the lines tend to get blurred a little more. In many cases, targets are set in such a way that they mean slightly different things for different people. If a global budget is set for x%, but you are already achieving that level, you may define a goal of a level higher than what is expected. I believe that is a good use of goal setting as it relates to a numeric metric. Even still, you as the leader will determine whether that new budget plus number is just an aspiration or something you are setting your sights on to actually achieve. 

In the context of personal development

Goal setting is just as prevalent when discussing personal development as when defining specific business outcomes. We establish a new level we want to achieve personally. For example, I may state that my goal for the coming year is to read 12 new books. That is an aspirational statement. The assumption must be that I will have a plan to achieve that desired outcome. We all know, even if I write what I want to achieve, that the likelihood of success will be diminished if I do not define a specific list of steps and behaviors I need to undertake to reach my goal. That said, mentally I must make a commitment to that outcome. If I believe that part of my success is tied to reading 12 new books in the year, then it becomes an expectation I set for myself. 

Establishing what goals mean to you and those you serve is the first step to bridge the gap that can exist between the terms goals and expectations. We each choose how we will approach them. The leader defines through actions how others will perceive those two terms and what it means when they have been established. Set goals with the expectation that they will be achieved; combining the two pieces together will ensure clarity about the outcomes you expect as a leader.

How will you define and clarify how you see goals and expectations?

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