Goal Focus

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Goal Focus

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INFLUENCE TACTICS

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Goal Focus

Decide if people are focusing on the final result or the steps to get there.

What is it:

Goals can be about either achieving a specific result or changing how we behave. Goals that focus on results aim for a final achievement, like winning a prize or finishing a project. These goals are straightforward and get a lot of people excited. However, they don't always tell you the steps to get there. On the other hand, goals that focus on behaviour concentrate on the actions we take daily, like choosing to walk instead of taking the car. These might be trickier to pin down but they really help us change for the better over time.

Spotting these two types of goals can help you communicate, plan and support people better.

When to use it best:

This influence tactic is best used when you are aiming to:

How to use it:

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1. Start with the End in Sight

   Think about what you want to end up achieving. If you’re making a fitness app, ask users if they want to lose weight, get stronger, or boost their heart health.

   What are the most common results users hope for?

   Which goals are tougher to reach?

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2. Clarify What You Want to Achieve

   Once you know what the end goal might be, help users or teams define it clearly. This gives them a solid target and makes it easier to figure out which actions will get them there.

   What exactly do they want to achieve?

   How will we know when they’ve reached their goal?

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3. Focus on Actions

   After setting a clear goal, work out which behaviours will help achieve it. For losing weight, this could mean eating smaller portions, exercising more, or keeping track of calories.

   Which specific actions will help reach the goal?

   Are some actions more crucial than others?

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4. Keep Goals Simple

   Combine results-focused and action-focused goals into one straightforward goal. For example, say "I aim to lose 10 pounds by watching what I eat and exercising more." This merges the desired result with the actions needed to get there.

   Is the goal clear and simple?

   Does it clearly include both the result and the actions needed?

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5. Check In and Adjust

   Regularly look back at how well the actions are working towards the goal. This helps stay on course and tweak things if needed. Without this step, it’s easy to lose steam or get off track.

   How can I help reflect on their goals and progress?

What’s the science behind it?

• Self-Determination Theory

  Self-Determination Theory (SDT) focuses on the motivation behind choices people make without external influence and interference, stressing the importance of feeling autonomous and in control. It identifies three essential elements of motivation: autonomy, competence, and relatedness. Autonomy refers to controlling one's own life, competence involves mastering tasks, and relatedness means having meaningful relationships with others. Goal Focus allows individuals to choose between results-focused and action-focused goals. This choice increases their sense of autonomy as they can select the type of goal that resonates more with their personal motivations and lifestyle. When people set goals that align with their intrinsic values and interests, they are more engaged and committed to achieving them. Additionally, by defining clear goals and monitoring progress, the tactic helps individuals experience a sense of competence. They feel capable as they meet their targets, which enhances their motivation to continue pursuing their goals. This approach not only fosters sustained engagement but also ensures that the goals are meaningful and personally relevant, enhancing overall motivation and effectiveness in behaviour change.

• Progress Principle

  The Progress Principle, from research by Teresa Amabile and Steven Kramer, suggests that small wins and noticeable progress in meaningful work are the most significant motivators for continued effort and satisfaction. This principle underscores the importance of daily achievements and the sense of moving forward, even if the steps are small. It highlights that the perception of progress is crucial for maintaining motivation and engagement. This tactic helps individuals to choose between results-focused and action-focused goals. This choice allows people to align their goals with what they find most motivating—either the satisfaction of achieving a specific outcome or the consistent engagement with meaningful actions. By setting clear targets, whether they are end results or daily behaviours, individuals can see and measure their progress. Regularly observing these advancements, no matter how small, fosters a continuous sense of achievement and motivation, driving further effort and persistence towards the larger goal. This ongoing cycle of setting, reaching, and recognising progress is key to sustaining motivation and effecting long-term change.

• Goal-Setting Theory

  This theory emphasises the importance of clear, challenging goals and feedback for enhancing performance. According to this theory, well-defined goals help individuals focus their efforts, persist longer, and feel more motivated. The distinction between goals focused on results (outcome goals) and those focused on actions (process goals) is crucial because it affects how people approach tasks and measure their progress. The Goal Focus tactic applies goal-setting theory by encouraging the selection between results-focused and action-focused goals. Results-focused goals provide clear endpoints or achievements, like completing a project, which can be highly motivating for some people. However, without knowing the steps to achieve these results, it can be challenging to maintain motivation if progress stalls. In contrast, action-focused goals detail the specific behaviours or steps needed to reach an outcome, like adopting daily exercise routines, which helps in forming new habits and achieving long-term change. This tactic ensures that individuals can choose the type of goal that best suits their motivation style and provides a structured pathway to achieving their objectives.

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