This is a discussion I have had about a thousand times (or so it seems to me) with people on objectives-setting courses, workshops and
presentations I’ve given.
So let’s tackle it to dispel any doubt that may be in your
mind on this one.
Arguments people come up with
‘Your day job is what you are being paid for so it shouldn’t
be in your objectives.’
‘People should know what they are supposed to do in their
day job, they shouldn’t need objectives to tell them.’
‘Objectives should be stretching.’
First let’s be clear what objectives are really for:
They are there so that each individual in your organisation
knows exactly what they personally need to achieve in order for the
organisation to achieve its goals.
That’s the real purpose of objectives.
If write objectives in this way, you can cascade your objectives down
through the organisation effectively so that all the objectives ‘add up’ to
give you the whole. In this way your organisation is more likely to succeed.
If you only include the ‘extras’ you have to ask yourself
what the objectives are really there for. What are they for if they if not to help the company to
achieve its overall goals? Please understand that by the ‘goals’ I am including
long terms ones, so development objectives and long term projects are absolutely part of your normal
objectives.
Let’s take each of the usual objections in turn:
‘Your day job is what you are being paid for so it shouldn’t
be in your objectives.’
Yes, your day job IS what you are being paid for.
This has come from some people who don’t really understand
what the purpose of objectives is. I remember years ago, back in my production
management days, when we all had these kinds of objectives.
A week before the appraisals we would all spend some time
trying to find our ‘objectives’. The fact we couldn’t remember them shows you
how vitally important they were. Usually they would be on some crumpled scrap
of paper hidden at the back of a drawer that we hadn’t looked at since they had
been agreed (or simply given to us).
We would then spend the next week trying to get those things
done to the detriment of our ‘day job’. This often meant that things were
unnecessarily delayed and the job we were really paid to do was given a lower
priority than it should have been.
Often the things on this list had been put there purely to
ensure we had the requisite number of objectives. Sometimes they were, by that
time, completely irrelevant.
And, what was worse, much of your ‘performance’ was then
apparently judged on these unaligned, outdated and meaningless objectives
rather than your real contribution to the overall goals (what you were being
paid for).
‘People should know what they are supposed to do in their
day job, they shouldn’t need objectives to tell them.’
Yes, they should, but so often they don’t. You would be
surprised by the number of people who don’t know exactly what they are supposed
to be achieving. Or the objectives focus on the task - just spending time doing things – rather than making sure
what they need to achieve gets done.
And if they know it already, what’s the harm in writing it
down? I’ll tell you. None. It means there is no argument at the end of the year. Actually most of them don’t write it down because they don’t really know what their
objectives are. I know this from the thousands of people who have been through
my workshops on writing objectives. I would estimate that no more than 10% of
the people who come along are really clear about what they have to achieve.
‘Objectives should be stretching.’
This is rubbish. It is not the purpose of objectives to be
stretching. They are just there to tell you what you need to achieve.
However, a good manager will find ways to make them
motivating and to stretch people so that they learn new skills and become more
valuable to the organisation. The stretching bit has been added on by
well-meaning but misguided people who don’t understand what objectives are
really for.
So instead of asking someone who knew, they took a guess.
This is exactly the problem with not having your objectives
being your ‘day job’.
An Example
Imagine my husband and I are having a few friends over to
dinner. Would you really expect my husband to just ‘know’ what ingredients I
needed? Even if I told him the dishes I was planning to make? And would you
expect him to magically arrive with the shopping ready for me to cook the meal?
Of course not. Wonderful though he is, he still needs that
information. It’s always useful to be absolutely clear about what each person
needs to achieve.
Cascade
Unless you have agreed the objectives effectively and
included the ‘day job’ it is impossible to cascade them properly.
The easiest way to do this is to say to your team ‘These are
my objectives. What do you need to achieve in order to make this happen?’
In this way you get properly aligned objectives and everyone
is clear why they are doing what they are doing.
If you don’t include your ‘day job’ how can you possibly
cascade the objectives down the organisation?
You end up with a lot of meaningless statements that are
just there so that people have the right number of objectives. The system becomes a sham. And becomes
one very quickly. You can’t measure performance and you also have trouble
dealing with poor performance.
Why Do So Many Companies Do This?
I expect it’s because they just don’t know any better. Or
they have been badly advised. I
used to think that was how you were supposed to do objectives. That was until I
started working in this field. Then I very quickly realised that the whole
system simply doesn’t work unless you cascade properly and include your ‘day
job’.
Your day job is what you are paid to achieve – and so are
your objectives. They are the same thing (your job description gives you the
areas of responsibility, just in case you were wondering).
the company goals? I know I don’t – do you?