Five Big Mistakes Leaders Make When Setting Team Goals

August 23, 2022

Like most leaders, you have frothy moments of frustration when your team underperforms.


It’s never been more critical for your team to crush performance goals. It’s also never been more challenging.


Many teams feel disoriented, making missing targets or objectives more likely. 


Speaking of targets and objectives, how do you even know what to aim for in a milieu as confusing as the environment you lead in right now?


These are great questions; fortunately, there are better answers than what you might be telling yourself.

tennis ball stuck in fence

The solution for many of these issues is a framework I outline in depth in my RECLAIM MOMENTUM {LIVE} KEYNOTE. 


Check it out here


After leading teams for nearly three decades, here are five big mistakes (I have personally made and suggest you avoid) - when setting goals with your team.


1. You don’t have a clearly owned core purpose, vision, and set of values


Your core purpose, vision, and values are the rudder of your system to decide how and in what direction your team runs when you are not around.


Most organizations have advanced to throw up a mission statement and set of values on the wall, but it usually doesn’t make it into the bones of their people. 


From my observations, what’s on the wall often isn’t owned down the hall.


The same with core values. So many leaders take time to define the core values they want, but often there’s a big gap between the values they want and those they have. In addition, many team members couldn’t name more than one core value on their campus web page.


So, how can you tell if your team owns your core purpose, vision, and cultural values?

Here’s a little test: During your next team meeting, ask your team if they can articulate them without cheating. 


You know there’s work to do if they can't, but don’t get discouraged. 95% of the time I conduct this exercise with campus executive teams, they can’t deliver a 100% accurate response either. 


When core purpose, vision, and values aren’t owned or shared, your team will spin in a myriad of directions.


If you would like to drill deeper here, I invite you to download the 5 Evidence-Based Practices to Reclaim More Team Engagement with Less Effort


You can find this valuable resource to help in this regard here


2. You lack a clear strategy to execute


Core purpose, vision, and values should have a long shelf-life, but without execution, they are more like fortune cookies. 


Strategy is how you plan to accomplish your vision.


For every campus, COVID threw a wrench (or nuclear bomb) into strategy. Unfortunately, a return to your old strategy likely won’t work.


As much as you can’t have certainty in this season, it’s essential to have clarity.


Part of my strategy before the pandemic was consulting and speaking in person. When COVID shut down travel, my team and I pivoted (literally overnight) to deliver all our workshops and coaching fully in a 100% digital environment. 


Our mission (To Optimize Higher Team Performance) stayed the same. 


Our strategy changed.


In fact, quick pivots on strategy preserve the mission in times of rapid change.


If you haven’t clarified your strategy recently (even if it’s a strategy for the next 30 days), I encourage you to pull your team together and refine it. 


No team can own what it doesn’t understand.


Change is inevitable. Irrelevance isn’t.


But the reality is that far too many campuses aren’t shifting quickly enough.


That’s why I’m on tour with the RECLAIM MOMENTUM {LIVE} Keynote. It’s a value-packed event where we’ll dissect the 6 Lead Measures of Building Irresistible Campus Culture and get equipped with a framework to lead successful change with less resistance.

Register Here

3. You lack a clear goal


Once you decide how to accomplish your vision, you must decide to what measure. 


Many leaders naturally answer that question by telling their teams that they want ‘more’—more enrollment, grants, outreach, technology, and campus visits.


Having more as a goal demotivates your team because you’ll never hit it.


You can’t hit more.


Eventually, your team feels like the kid who brings home a straight A report card, only to have the parent say, “Why not A+?” 


This type of environment is the perfect habitat for quitters. 


So, define it. What does more look like?


One person? 100 people? 2% growth? 20% growth? 200% growth?


And then when you hit it, celebrate it like a boss!


4. You’re focused on the lag, not lead measures


Many leaders I meet spend loads of time pouring over measures they have no control over. These are lag measures. 


Lag measures include last week’s enrollment, the previous month’s revenue, yesterday’s post impressions, and last year’s growth. 


Many leaders get the numbers on Monday, grimace that they’re not acceptable, and demand their teams to do better.

“Close the gap, or your job might disappear” was a heated declaration that I heard flung across the table during a strategic retreat last year by a campus CEO. 


The problem is that while lag measures are great for telling you how your organization has performed, you can’t change them. 


It’s historical data. 


A better option is to look at the things you CAN control that ultimately impact the lag measures. We call these your lead measure. 


Lead measures might include focusing on the number of first-time campus visits instead of enrollment or turning first-time visitors into second-time visitors.


Your team will never crush their goals if they’re focused on what they can’t change instead of what they can change.


5. You don’t treat your people as owners


Of all the characteristics of great leaders, this is the one that’s the hardest but also gives the most significant return if you learn to do it well. 


When a team member misses a goal, leaders utter two phrases that create a complete lack of ownership.


Repeat after me… “That’s okay.”


No, it’s not ok that they missed the deadline and the rest of the team didn’t. Stop acting like it is.


The other sounds like this _________ (silence)


Many leaders don’t say a thing when someone missed their objectives because they didn’t know, didn’t care, or were too afraid to confront.


All three are deadly to your performance. 


Ironically, holding people accountable in a healthy way motivates your high-capacity people. 


Your best people want to make weighty progress. 


I’ll have more to say about that in my next post.


Leaders who fail to create cultures of ownership end up with underperforming teams and a sad resentment for losing their best talent. 


Change is inevitable. Irrelevance Isn't.


What’s your strategy to RECLAIM YOUR MOMENTUM?


I’m hosting virtual coffee sessions with campus, district, and building leaders this fall to discuss the challenges of leading beyond crisis, where I will share the tips and tools to Reclaim Your Advantage. 


It’s time to build (not rebuild) capacity to lead the uncharted territory ahead. 


You get pushback, opposition, confusion, and anger without a proven strategy.


With better practice, you’ll be equipped to lead something more significant and more impactful than you might ask or imagine. 


Claim your Virtual Coffee here.


Remember, average performance is a choice. 


Trade up for Higher Performance here.


More Blog Articles

By HPG Info August 3, 2026
K-12 or higher ed — same grave, same fight, and where we actually stand on it. Every August, someone in a lanyard stands in front of a room full of exhausted adults — a superintendent at convocation, a provost at the fall address — and says some version of “this is the year everything changes.” Everyone claps. Nobody believes it. By October, both rooms are right back where they started, for the exact same structural reason, just wearing different institutional colors. You know the K-12 version of the grave: the PD-day initiative that had its own hashtag in August and hasn't been mentioned since the first snow day. You know the higher-ed version: the strategic plan the board approved 7-0, the one nobody on the provost's council could name a completed goal from by homecoming. Same grave. Different landscaping. Here's what should actually keep you pacing in your office more than enrollment or the sub shortage. Gallup's 2023 workforce data puts global disengagement at 62% . MIT's Human Dynamics Lab found fragmented teams burn up to 60% of their energy on coordination — meetings about meetings, not the work. Harvard economist Sendhil Mullainathan's research on scarcity found that operating under constant shortage costs the brain the functional equivalent of 13 IQ points . Thirteen. That's the gap between your sharpest VP and someone who forgot the agenda. One more, because it should make you genuinely angry: training-transfer research going back three decades puts the share of professional learning that ever makes it into practice at under 10% . Every PD day. Every retreat. Every conference you sent three people to in July. You're not underfunding development. You're funding an extremely expensive form of forgetting. None of this is a motivation problem. Your people aren't lazy or allergic to change. They're operating inside a system quietly taxing them on seven fronts before they've poured their first cup of coffee in the building. And if it doesn't get named this year, it isn't just this year that pays for it. It's whoever inherits your seat. It's the kid in the back row, the freshman three weeks into a dorm, the faculty member who stopped raising a hand two years ago and nobody noticed. The cost has names. So here's where we stand, plainly, because none of this works if you don't know it. WE ARE FOR HEALTHY TEAMS AND HIGHLY RELIABLE SYSTEMS. That's the HPG brand, in five words. WE ARE AGAINST THE SYSTEMS THAT ACCELERATE BURNOUT — the ones that train your best people to mistake exhaustion for commitment, reward the loudest voice over the best idea, and quietly bill the people who care most for continuing to care. Not the board. Not the budget. THE SYSTEM itself. We didn't build this to run another workshop. We built it to fight for both ends of that equation — the leader carrying it, and the kid, the freshman, the faculty member on the other side who never got a vote in how well the system was built. Pick a side. We already have. Here's what FOR actually looks like, not hypothetically — we've watched it happen close to a thousand times. The Tuesday cabinet meeting ends on time. The VP who started emailing ideas instead of saying them out loud starts saying them out loud again. The plan from August is still alive in October — audible, not filed. That's not a culture initiative. That's a highly reliable system, doing what it's supposed to do. It starts with knowing, precisely, which of seven forces is your leak. Not guessing. Not a hallway read. Next week, you find out which one is yours. I'm opening The Burnout Force Check — three minutes, seven forces, your own honest number. It isn't live yet. It opens next week, right here.  Message me personally, and I'll make sure you're first through the door — doesn't matter which lanyard you're wearing. Follow DR. JOE HILL and Higher Performance Group
By HPG Info July 27, 2026
Why the seven forces driving burnout in your cabinet move exactly the way a piano does — and why the room adjusts to the wrongness long before anyone names it. Twenty years ago, I moved my family away from everything they knew. Not across town. Across area codes — away from the school where I was principal, away from grandparents, away from the only bedrooms my three kids had ever slept in, away from every friendship they'd built since kindergarten. I told my wife it was the right move for our family. I still believe that. But telling a nine-year-old “this is the right move for our family” lands about as well as telling your cabinet a reorg is the right move for the institution. Correct. Unpersuasive. Deeply unwelcome. So we did what desperate, loving parents do. Ice cream. A puppy negotiation I'm still not proud of. And one purchase that turned out to matter more than either: a baby grand piano for the new house. That piano is still in my living room. Twenty years, three kids, and a tuner later — a woman who showed up twice a year for over a decade and never once used the word “burnout” — here's what she taught me about running a cabinet, without ever meaning to. A piano doesn't fail all at once. It drifts. One string at a time, one season at a time, so slowly that everyone living inside the house adjusts to the wrongness without ever naming it. Your leadership team is doing the exact same thing right now. And the people closest to it — the ones playing it every single day — are the last people on earth who'll hear it. THE DIAGNOSIS · NOTHING BROKE. IT DRIFTED. Let's talk about drift like adults who've sat through enough strategic planning retreats to know the difference between a crisis and a slow leak. When's the last time a VP in your cabinet pushed back — and meant it? Nobody's cabinet collapses on a Tuesday. What actually happens is smaller and slower: the VP who used to push back in meetings stops pushing back. The initiative that launched with real energy in August is, by February, running on habit and a group chat nobody reads anymore. The meeting that used to run ninety minutes now runs sixty — not because anyone got more efficient, but because half the room quietly decided the extra thirty minutes of honesty wasn't worth it. None of that shows up on a dashboard. It shows up the way a piano goes flat — not as an event, but as an accumulation. By the time someone finally names it (usually a board member, not gently), you're not looking at one broken string. You're looking at an instrument nobody's tuned in two years, and a room full of good people who adjusted to the wrongness because it arrived one cent at a time. (This is the part where I'm supposed to tell you to “communicate more.” You already knew that. The real problem isn't communication. It's that nobody in your cabinet has a name for what's actually going wrong — so everyone quietly assumes it's just them.) Structure is never neutral. Every system is a self-portrait of whoever built it — and most of yours was painted before you ever took the seat. ❞ Which means the villain was never the people in the room. Individual brilliance, individual empathy, individual self-awareness — all present, all functioning. Multiply eight individually excellent people by a system nobody's maintaining, and the output doesn't hold. That's not a people problem. That's structural neglect wearing a people costume. What looks like burnout in your cabinet is usually the rational response of a capable person inside a broken system. ❞ (This is the exact gap Burnout Force was built to name — not another framework asking your cabinet to try harder individually, but a diagnostic for the structural neglect sitting underneath what looks like burnout. Seven forces, seven distinct mechanisms, each requiring its own fix — the same way a tuner never fixes “the piano,” she fixes one string at a time. More on all seven in a moment.) THE PIANO TUNING METHOD — OR WHY SEVEN FORCES, NOT ONE A piano has seven notes before the octave repeats. Do, Re, Mi, Fa, Sol, La, Ti. Seven distinct tones, each capable of going wrong in its own particular way, each requiring its own fix. A tuner doesn't fix “the piano” — she fixes seven specific things, one string tension at a time. Here's the part most people miss: the seventh string never sounds right until the first one's fixed. Burnout Force works the same way. Not one villain. Seven — each with a distinct mechanism, each recognizable once you know what you're listening for. 1 · Fragmentation — Unisons, Out of Sync Most piano notes aren't a single string — they're two or three strings tuned to the exact same pitch, meant to ring as one voice. Drift even slightly apart, and the note doesn't go silent. It goes blurry. Chorused. Technically playing, technically wrong. That's Fragmentation: a cabinet where everyone's still showing up, still contributing, and the collective sound is somehow muddier than any one of them alone. 2 · Exhaustion — String Tension Under Constant Load Piano wire doesn't need to be struck to lose its tension. Sustained load alone, with no release, causes metal fatigue — the string goes flat just from sitting there under pressure. There's an old performance formula worth borrowing here: performance equals potential, minus interference. Not potential plus effort. Your best people are going flat the same way — not from one hard day, but from load with no release, for long enough that flat becomes their normal. 3 · Isolation — Notes That Won't Resonate Together Piano strings produce overtones — secondary frequencies that aren't perfectly clean multiples of the main pitch. Tuners call this inharmonicity: individually well-tuned notes can still clash rather than support each other in a chord. A cabinet can be full of individually excellent leaders who still don't resonate together, because nobody ever tuned them to each other. (Coal miners didn't bring a canary into the mine for company — they brought it as an instrument. When the person who used to drive every meeting suddenly goes quiet in the back row, that's not an attitude problem. That's a reading coming off the instrument.) 4 · Scarcity — Compensation That Crowds the Room When a piano is stretched to compensate for inharmonicity, one note's resonance can crowd out another's — more presence for one string at the expense of the one beside it. Scarcity is the belief that someone else's win is quietly your loss. It's rarely true. It's a tuning problem mistaken for a competition. 5 · Comparison — The Sound of Two Things Measured Against Each Other When two strings are close but not exactly matched, you hear an actual physical pulsing — tuners call it a “beat.” It's the audible result of two things being judged against each other instead of each being allowed to be itself. Comparison in a cabinet works the same way: audible, measurable, and it doesn't resolve on its own. 6 · Noise — Losing the Reference Point Every piano is tuned from one reference octave first — usually the one built around middle C — and everything else is set relative to it. If that reference is never revisited, the whole instrument can be internally consistent with itself and still be wrong, because the one thing everything else depends on was never checked. That's Noise: a cabinet that's stopped returning to its actual reference point and started tuning to whatever's loudest that week. 7 · Drift — The One That Doesn't Announce Itself And then there's the one nobody has to cause. Piano tuners genuinely use this word: drift — the slow, seasonal, nobody-touched-anything loss of pitch that happens just from humidity and temperature changing in the room. No event. No single decision. Just time, and an environment nobody adjusted for. This is the force behind the other six — and the one every leader I know insists could never happen to them, right up until the year it does. WHY FOUR, LIVE — THE AMPLIFICATION ENGINE Here's the part most burnout content skips: not all seven forces are equally random. Four of them are the causal engine — they manufacture the other three. Fragmentation produces Exhaustion (coordinating around broken structure is its own kind of tired). Exhaustion produces Isolation (depleted people stop reaching for each other; reaching itself becomes the thing they can no longer afford). Isolation produces Scarcity (a cabinet that's stopped resonating together starts believing there isn't enough credit, attention, or budget to go around). And Scarcity feeds straight back into Fragmentation — louder, the second time through. Comparison, Noise, and Drift sit downstream of all four. Fix the engine, and the other three get dramatically easier for your own people to spot and name themselves. You cannot fix the seventh string by tightening it harder. You fix the first one, and the seventh gets easier to hear. ❞ I didn't learn any of this from a leadership book. I learned it from the same tuner — never used the word “burnout,” never needed to. She just knew the instrument needed her back, regularly, not once and done. ❝ Your cabinet needs the same thing. Not a single retreat. Not one framework, delivered once, expected to hold. A tuner. A rhythm. Someone who comes back. ❞ THE APPLICATION · MONDAY MORNING Here's what to do Monday morning (assuming your cabinet isn't already visibly out of tune — in which case, start today): Step 1 — Name your loudest string. (15 minutes) Of the seven forces, which one is making the most noise in your cabinet right now? Don't overthink it. Your gut answer is usually the correct diagnosis your data hasn't caught up to yet. Step 2 — Ask your cabinet the “beat” question. (20 minutes, next meeting) Ask directly: “Where do two of us sound like we're being measured against each other instead of just doing our own job well?” That's Comparison, made audible. You'll hear the beat the moment someone answers honestly. Step 3 — Schedule the return visit. (5 minutes) A piano tuned once and never revisited drifts right back. Put a recurring cabinet health conversation on the calendar — quarterly, minimum. The tuner's value was never the single visit. It was the relationship. “We don't have time for this.” You're already spending time managing the symptoms of an out-of-tune cabinet — the redundant meetings, the parking-lot conversations, the initiative that quietly died in month four. That time is already being spent. You're just spending it on maintenance instead of tuning. “My team will think this is soft.” Nobody thinks a piano tuner is soft. She shows up with a very specific diagnosis for a very specific string, and the room sounds different when she leaves. Precision isn't soft. Vague inspiration is soft. This isn't that. THE MATURITY SHIFT Immature leaders think: “We need a retreat to fix morale.” Mature leaders think: “We need a rhythm to maintain the instrument.” Immature leaders wait for the piano to sound obviously wrong before calling anyone. Mature leaders schedule the tuner before the drift is audible to the room. The uncomfortable truth: your cabinet didn't break. It drifted — one string, one season, one quiet accommodation at a time — and nobody wrote it down because nothing dramatic ever happened on any single day. The optimistic reframe: drift is the one force that responds completely to maintenance. You don't need a new piano. You need someone who comes back. Your worth was never conditional on the note holding perfectly. It just needs someone willing to notice when it doesn't — and come back. ❞ Your turn: Which of the seven strings is out of tune in your cabinet right now? Name it in the comments — the word is enough. Tag the person on your team who'd hear it the second you said it out loud. BURNOUT FORCE Burnout Force is the name for what's actually happening — seven specific, researched forces, each with its own mechanism, each solvable once it's named correctly. The keynote fights the first four, live, together, with your cabinet in the room — the causal engine, the ones everything else grows out of. The book carries all seven, in full, with the research behind each one, so your team can finish the tune-up without me there. This isn't another framework to add to the pile you already haven't implemented. It's a diagnostic — built from work across 987 leadership teams in 43 states — for naming precisely which of the seven forces is loudest in your institution right now, and what actually reverses it. 📊 3x performance improvement · 29% higher engagement · 27% better organizational outcomes · zero increase in burnout — because these teams stopped treating exhaustion as a personal failing and started treating it as a structural, solvable problem. If you already know which string is out of tune in your cabinet, the conversation about whether Burnout Force is the right next step for your institution is a short one. Book 30 minutes and let's have it. higherperformancegroup.com/burnout-force FOUND VALUE IN THIS? Help another leader hear their own drift: → Repost with the force that's loudest in your cabinet right now. → Tag a leader who'd recognize this the moment they read it. → Comment with the last time something on your team went quietly out of tune — and nobody said anything for months.  The more leaders who learn to hear the drift before the crisis, the fewer institutions have to relearn this the hard way. Follow DR. JOE HILL and Higher Performance Group for weekly Team Intelligence insights.
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