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 • October 28, 2026
For college presidents, superintendents, and their leadership teams: a 25-minute exercise for your next meeting. Open your website and read the first five sentences out loud. Count how many start with “we” or “our.” Then count how many start with a student’s problem. Write both numbers down. We’ll come back to them. The committee story Here’s how the “we” sentences win. They shout what they're proudest of: the founding year, the ranking, the new residence hall, the one-to-one devices. Every fact is true. Put together, they tell a 17-year-old on a campus tour, or a parent at kindergarten roundup, that the institution is the hero and they’re the audience. The hero and the guide Every story people remember has two roles. The hero has a problem and wants something. The guide shows up with empathy because they understand the problem and authority because they’ve helped others through it. Then the guide gives the hero a plan and steps out of the spotlight. In your story, the student is the hero, and so is the family standing beside them. Every adult is a guide: the president, the advisor who walks a nervous sophomore to her first job shadow, the bus driver who knows every kid’s name by October. Get those roles right, and your messaging and your service both start from the same place: the student’s problem. Why this matters now WICHE projects that the number of U.S. high school graduates will peak in 2025 and fall 13% by 2041. Fewer students and families will be choosing among more options, and they’ll trust the campus or district that sounds like it understands them. Students also tell us what they remember. In 2014, Gallup and Purdue surveyed more than 30,000 college graduates. For those who had a professor who cared about them as a person, one who made them excited to learn, and a mentor who encouraged their dreams, their odds of being engaged at work more than doubled. Only 14% had all three. What students remember is being known. That’s guide work, and it starts long before college. Three guide moves Start with their problem. Lead with the questions families are really asking: Will I belong? Will someone know my name? Can we afford this? Is my kid safe here? In service, start the first advising meeting or parent-teacher conference with “What’s hardest for you right now?” Show empathy, then authority. Say you understand, then prove you’ve helped someone like them. One real student story, told with permission, does more than a page of rankings. Give a plan and a picture of success. Three clear steps, and what life looks like a year from now. Every student should be able to name their next step and the adult who has their back. One guardrail: say only what’s true in every building. When Clinton-Massie Local Schools in Ohio had to make cuts after a failed levy, the Superintendent David Moss wrote to families, “The unfortunate reality is that this is a reduction in service.” Families follow a guide who tells them the truth. Take this into your next leadership team meeting (25 minutes) The card (5 minutes). Give everyone an index card with one question: “A student or family asks why they should choose us. What do you tell them?” Sixty seconds, no talking. The sort (5 minutes). Read the cards out loud. Make two piles: cards that start with the student, and cards that start with us. The conversation (10 minutes). Which card would a student or parent actually remember? Where do our website, our tours and our first weeks put us in the spotlight? What do we promise that we can’t yet deliver everywhere? Who on our team already acts like a guide, and what could the rest of us copy? The commitment (5 minutes). Pick one message (a homepage line, a tour script or a welcome letter) and one service moment (orientation, the first week or the first conference). Rewrite both before your next meeting, and assign an owner to each. Then run the five-sentence test again and see if your numbers moved. Where this goes next If your cards came back with eight different answers, you’ve found your team’s real work. The average team performs at less than 60% of its potential (MIT and HPG research), and most of that gap lives in how talented leaders think, decide, and act together. The Team Accelerator is a monthly development experience built to close that gap for a president’s or superintendent’s whole leadership team. It starts where your index cards left off, with the Team Intelligence (TQ) Assessment , so your team can see how it works today. From there: The TQ Advantage Workshop gives your leaders one shared language. Each leader gets a Natural Leadership Profile and a 1:1 with me. Three workshops build Trust, Empowerment, and Collaboration , in the order they grow. Dr. Amy Diaz, EdD , president of GateWay Community College , put it this way: “GateWay’s breakthrough came from intentional work on team cohesion.” If the card exercise showed you a gap, let’s talk about it. Book 30 minutes with me. Know someone who runs a leadership team meeting? Forward this to them. Turn high-performing leaders into a HIGHER-PERFORMING TEAM Follow DR. JOE HILL and Higher Performance Group
By HPG Info • October 20, 2026
Your cabinet is running on countdown math. The leaders who last the longest stopped counting. Sometime this week, in a cabinet meeting somewhere, a smart and decent leader said the most common sentence in American education: "We just have to get to Thanksgiving." On campus it's "We just have to get through census day." Anyone who has sat in the chair has said some version of it. There's an old story from the prisoner-of-war camps in Vietnam. The men who told themselves, "We'll be out by Christmas," often didn't make it. Christmas came and went, then Easter, then another Christmas, and each missed date took something out of them that never came back. The men who held up best had stopped setting dates. They built their days around what they could do inside the walls, and then they did it again the next day. Your district office is not a prison camp. (Though some of you have sat through a budget work session that came close.) The pattern underneath is the same, and it's quietly running most of the cabinets I work with. We've tied our people's energy, morale, and sense of meaning to finish lines we don't control. Below: why arrival never feels the way it was promised, what one prisoner did every morning for seven years that kept him whole, and a two-minute test that tells you whether your team's biggest initiative is still alive. THE DIAGNOSIS · THE FINISH-LINE ECONOMY Count the "just get to" sentences your team says in a normal year. August to Thanksgiving is about 13 weeks. Then four weeks to winter break, roughly 11 to spring break, six to state testing, and six more to June. That's 40 weeks. You've scheduled the entire year as a waiting room. Higher ed runs the same clock under different names: census day, the deposit deadline, the legislative session, the accreditation visit, commencement. The vocabulary changes. The countdown stays. Inside the cabinet it sounds like this. "Once the strategic plan is adopted, things will settle down." "After November, we can finally breathe." "When the new provost starts, the academic side will calm down." Every one of those sentences borrows today's energy against a date that a voter, a search committee, a legislature, or an accreditor controls. Call it the Finish-Line Economy. A cabinet runs its morale on credit and promises to pay it back on arrival. Arrival never pays in full. People are wired to feel a short burst of joy at a win and then drift back to baseline. Olympic gold medalists are the famous case: a striking number fall into depression within weeks of the podium, because the moment they chased for years lasted about a week. (Your referendum passing is not the Olympics. The Wednesday after looks surprisingly similar.) So the finish line comes, the cabinet exhales for a few days, and someone sets the next one. If you're honest, the last three finish lines you crossed probably didn't feel the way you were promised. We also measure what's easy to measure: the vote, the census count, the test scores, the dashboard. Process doesn't fit on a dashboard, so it gets cut first, even though it's where the learning, the judgment, and most of the joy actually come from. Here's the part that should worry every campus leader. Happiness is easy to mistake for a feeling. Feelings are only the evidence. Underneath, well-being research finds three things you can measure and get better at: enjoyment, satisfaction, and meaning. Among adults under 35, enjoyment and satisfaction haven't dropped. Meaning has cratered. Those are your newest teachers, your youngest faculty, your rising principals and associate deans. Fun was never their complaint. They want to know why the work matters, and a countdown can't tell them. I know the loneliness of being the one who sets the countdown. Everyone in the room is watching you to find out when it gets better, and you're running out of dates. (This is the gap THE TEAM INSTITUTE was built to close. Most leadership development hands the top leader a sharper plan for the next finish line. Across 987 leadership teams , the cabinets that held up under pressure built something different: a shared way of working that makes the work matter on an ordinary Tuesday, whatever the vote or the enrollment number did. A team can learn that. It takes eight months of practice, and I'll come back to it at the end.) TQ IMPLICATION → Finish lines are an IQ product. A smart team can always produce a better plan with a better date on it. Meaning comes from the other two factors. EQ is the shared language that lets a team make sense of a hard week together. PQ is the perceptual accuracy to notice when the room has gone quiet behind the slide deck. TQ = IQ × EQ × PQ. Let meaning drift toward zero and every new plan multiplies into another countdown. So what do the teams that hold up actually do differently? Four things, and none of them requires a retreat. THE FRAMEWORK · COUNT REPS, NOT DAYS Call this Count Reps, Not Days. It moves a cabinet's energy off dates it can't control and back onto work it can. You can teach it to your team in a minute: set a heading, own the reps, name the why, get curious about the detour. 1. Set a heading. Let go of the date. Sailors plot a rhumb line, a straight course from harbor to destination. Every sailor also knows the boat won't stay on it. Wind and current push you off all day, and the line still matters, because it tells you which way to correct. A goal does the same job for a cabinet. "Pass the referendum" is a hope with a date attached. "Hold 40 listening sessions across every attendance area by February" is a heading your team controls. Keep the aim, and stop treating arrival as the reward. (This is why your strategic plan has a gorgeous vision page and a Gantt chart nobody has opened since the board adopted it.) 2. Own the reps. Here's the prisoner I promised you. Facing years as a political prisoner, he made three commitments before he turned himself in. Every day he would do something for his body, something for his mind, and something for his spirit. He prayed with gratitude for whatever was in front of him that day, a strip of sky through the window, a bird going past, and stopped praying for release. He served seven years, much of it in solitary confinement, and walked out without lasting trauma. Prisoners around him who had pinned their hope to a release date were broken by it. A cabinet's reps are smaller and just as daily. One honest debrief after every board meeting. One conversation a week about a decision that went wrong, held before anyone assigns blame. One teaching rep, where a cabinet member walks the team through something they're still learning. (Reps are also the first thing cut from a busy agenda, right after professional development.) Reps do something else most leaders never think about. Your gut is stored experience: every hard call, every mistake, every recovery, filed somewhere below words. Skip the struggle, hand it to a consultant or a chatbot, and ten years later the shelves are empty. Process is what fills the gut your board is paying for. 3. Name the why, out loud, every week. Meaning has three parts. Coherence is understanding why things happen the way they do. Purpose is knowing where you're headed. Significance is knowing why any of it matters. Countdown cabinets talk almost entirely about purpose: timelines, deliverables, dates. Coherence and significance get skipped because nobody put them on the agenda. That's exactly where your under-35 staff are starving, and if we're being candid, so is your cabinet. Ask anyone about the project they loved most in their career. Almost nobody names the biggest win. They name something that may not have worked at all, where a group of people threw themselves at a hard thing together. People remember the doing, with each other, long after they forget the result. 4. Get curious about the detour. When something goes off plan, cabinets tend to say one of two things. "Oh no." Or, "Huh. What's this, and what can we make of it?" The second response is curiosity, and it's far more teachable than most leaders assume. Somewhere between 40 and 80 percent of our emotional wiring is inherited, which leaves 20 to 60 percent shaped by environment. In a cabinet, the top leader sets most of that environment. It helps to treat bad feelings as signals. Fear, anger, and sadness are your brain flagging a threat. They aren't verdicts. And we learn very little when things go well. Nearly all of it comes when they go badly. Zoom out and the pattern gets stronger. Adults go through a major unplanned disruption, a lost job or a lost person or a sudden move, roughly every five years. More than nine in ten people experience it as unwelcome while it's happening and later call it beneficial. Think of a college freshman's first semester: lonely and miserable in real time, and the thing they laugh about at every reunion. The in-between stretch, when the old thing is gone and the new one hasn't arrived, is the most fertile learning time you'll ever get. Most of us spend it waiting for it to be over. THE SEAT YOU'RE IN · TREAT IT AS SCHOOL One more thing before Monday, and this part is for you, not your cabinet. Most careers aren't a ladder. They're a string of four or five distinct careers, and most of us never get told that. When leaders start wondering what's next, they usually ask, "What am I already good at?" That question leads to reapplying old skills in a new building, which feels safe and often goes flat. The better question is, "What am I most interested in?" Interest almost never fails you. Getting there may mean going backward for a while on title, salary, or prestige. Call that tuition. Every step sideways is a return to school, and the leaders who reinvent well are the ones who can enjoy being a beginner again. Some leaders between seats do something older than any search firm. They walk. A long walk, days or weeks, with no agenda except the question. People have done it for thousands of years for a reason: the answer usually shows up on the trail. The same principle builds better cabinets. Nobody is interested in everything. Put people where their interest lives, and let the team cover each other's blind spots. The rules for how to succeed were written for an average person, and there isn't one. That's PQ at its most practical: seeing your people clearly enough to seat them where they come alive. MONDAY MORNING Here's what to do Monday (assuming you're not already counting down to Friday, in which case, start Tuesday): Step 1: Run the Countdown Audit (10 minutes, on your own). Write down every "once X happens" sentence you or your cabinet has said in the last month. Mark each one C if your team controls the date, or H if you're hoping someone else delivers it. If most of the list is H, your team's morale is on loan from people who don't attend your meetings. Step 2: Take the 80-20-0 Reading (15 minutes, next cabinet meeting). This is the test I mentioned at the top. Name your biggest current initiative. Ask each cabinet member to privately write three numbers that add to 100: excitement, fear, and deadness. Deadness is the hollow feeling of picturing two more years of this work and feeling nothing. A healthy reading for anything worth doing lands near 80 excitement, 20 fear, and zero deadness. Some fear is good news, since it means the thing could fail and therefore matters. If fear runs high, your team needs support. If deadness shows up for more than two people, you have a meaning problem, and no new timeline will fix it. (Collect the cards face down. Otherwise you'll get eight copies of whatever the boss wrote.) Step 3: Turn one finish line into a heading (20 minutes). Take one H item from Step 1. Rewrite it as a heading your team controls, then name two weekly reps and who owns each. Open the next meeting by naming the thing on this week's calendar nobody is looking forward to, and what it might teach you. Close it with "why this week mattered." "Our board measures outcomes, not process." Of course it does. Keeping score is the board's job. Yours is running the practice that moves the score, and practice is the only part of the season you actually control. "This sounds soft for the year we're having." A hard year is exactly when finish lines fail you. If the vote, the enrollment number, or the legislature goes the wrong way, a countdown cabinet has nothing left. A cabinet with reps still has Monday. THE MATURITY SHIFT Immature leaders think: "We'll feel better once we get through this." Mature leaders think: "We'll get through this by what we practice every week." Immature leaders set dates they don't control. Mature leaders set headings and own the reps. Immature leaders hear "oh no." Mature leaders ask "what's this?" Immature leaders save meaning for the celebration. Mature leaders put it on Monday's agenda. ❝ A finish line gives your team one good week. A practice gives them the other fifty-one. ❞ ❝ You can't schedule being alive for later. Monday is the only one you've got. ❞ Your turn. What's the "once we get through ___" sentence your cabinet has been saying the longest, and what has the waiting cost you? Put it in the comments. Someone reading this is counting down to the same date. FROM DR. JOE One question before you go. When your cabinet crosses its next finish line, what do you expect to feel the week after? If you've been in the chair a while, you already know. A few days of relief, then the next date shows up and the team starts borrowing against it again. How long has your cabinet been running on that cycle? And what happens to your best people, especially the ones under 35, if the only answer you can give to "why does this matter?" is a date on the calendar? That gap compounds quietly. Strong directors drift toward places that can answer the question. The top leader ends up carrying the meaning alone, and the countdown gets lonelier every year. Now picture the other version. Your cabinet still cares about the vote and the enrollment number, and it has built weekly practices that make the work matter on an ordinary Tuesday. When the finish line moves, that team corrects course and keeps its heart. That's the cabinet THE TEAM INSTITUTE builds over eight months, one practice at a time, grounded in the TQ research behind IQ × EQ × PQ across 987 leadership teams in 43 states: 📈 3x performance improvement 🤝 29% higher engagement 🎯 27% better organizational outcomes 🧭 Zero increase in burnout You don't have to commit to eight months to learn where your team stands. The Team Intelligence Assessment shows how your cabinet thinks, decides, and perceives together, including where meaning is leaking out between the dates. It may tell you you're in good shape. That's worth knowing too. Would it help to see it before your next finish line arrives? Start here: https://www.higherperformancegroup.com/team-intelligence-assessment And if this one landed, pass it to a peer who's counting down to the same date. Repost it with your own "once we get through" sentence, or tag the cabinet member who always asks why. They should know you noticed.  Follow DR. JOE HILL and Higher Performance Group .
Show More