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 • November 2, 2026
Why a leadership team full of great hires still drops the ball The Brewers won the World Series Wednesday night, 4–1 over the Rays in Game 5. It’s the first title in the franchise’s 57 years. Ms. Becky and I are building our shack in Wisconsin, so we’re officially on the bandwagon. Baseball is the sport where stacking stars most reliably buys wins. Each hitter stands alone at the plate. Add a great one and the win column moves. Basketball works differently. The NBA teams with the most stars on the roster win less than their talent says they should. Ten seasons of data say so, and so does anyone who has watched a superteam forget how to pass in the fourth quarter. Your leadership team plays basketball. Most of us hired it like a baseball roster. Every superintendent and president I talk to has hired at least one person they'd call the best they've ever worked with. A finance chief who reads a budget like a novel. A chief academic officer the faculty actually trust, which is rarer than a balanced budget. An HR lead who knows every contract clause by heart. Then a hard season shows up. A budget gap, a referendum, a bargaining year, an enrollment dip. The room full of all-stars starts pulling in different directions, each one excellent, each one alone. Everybody is playing hard. Nobody is playing together. So here's a question to sit with before your next leadership team meeting: when did you last hire someone for how well they pass? THE DIAGNOSIS · A ROOM FULL OF FINISHED REPORTS Picture a Tuesday morning leadership meeting in November. Finance brings a projection. HR brings a staffing plan built on last spring's numbers. Teaching and learning brings a new intervention model that needs four positions nobody budgeted. Each report is sharp and finished, and none of them were built with the others in the room. The real meeting happens in the parking lot at 11:40, two people at a time, engines running. Nobody at that table is underperforming. That's what makes the problem so hard to name. Your evaluations say everyone is excellent, and they're right. We built it this way. Job postings, interviews and annual reviews all measure the individual, and nobody's contract lists assists. We hire for points, pay for points, and then act surprised when nobody passes. Three questions worth answering honestly: How many of your top five priorities can one person on your team deliver alone? When a hand-off between two of your leaders drops, who finds out first, you or your board? When the next three months get harder, does your team pass faster, or does everyone retreat to their own lane? I know the loneliness of being the one person at the table who sees how all the pieces connect. I've sat in that chair. For a long stretch, my teams underperformed despite being full of talented people, and I kept trying to close the gap with my own effort. That works about as well as a point guard deciding to also play center. In The TQ Advantage, I call the result the Individual Brilliance Ceiling: talented people in the wrong positions, with no shared way of working, producing average team results. 📊 60% of collective capacity: where most leadership teams run, across nearly 1,000 TQ assessments . The talent is there. The passing is missing. TQ = IQ × EQ × PQ. IQ is the talent you hired. EQ is the shared language that lets that talent coordinate under pressure. PQ is each leader's accurate read of where they play best and where they're covering. It's multiplication, so a zero anywhere wins. Stack the IQ, let the other two sit near zero, and the product stays small no matter how many stars you sign. A quick timeout before the research. If one of those three questions made you wince, that wince is data. Most leadership teams I work with can name their best individual performer in two seconds and can't produce a single written hand-off. Closing that gap is what our TQ Advantage workshop is built for, and I'll say more about it at the end. First, the sports science. THE RESEARCH · THE TOO-MUCH-TALENT EFFECT In 2014, researchers from INSEAD, Columbia and VU University Amsterdam published a study in Psychological Science that tested something most hiring committees treat as settled: does adding top talent always make a team better? Before they ran the numbers, they asked ordinary people to predict the answer. Most said yes. More stars, more wins, no ceiling. Then the researchers checked. They looked at three sports: two World Cup qualifying cycles in soccer (2010 and 2014), ten NBA seasons (2002 to 2012), and ten Major League Baseball seasons over the same stretch. In baseball, more talent kept paying off. Each added star moved the win column. In soccer and basketball, talent helped up to a point. Past that point the gains flattened, and at the very top the curve bent down. The most star-heavy teams won less than their talent predicted. The NBA data showed where the wins leaked out. The most star-heavy teams coordinated worse: fewer assists, lower shooting percentages, fewer defensive rebounds. Anyone who has guarded a ball hog in a rec-league game knew this already. Now there's a regression line. The deciding variable was interdependence. A baseball hitter stands alone at the plate. (Baseball is a team sport roughly the way a spelling bee is.) A point guard needs four other people for the play to work. When winning depends on coordination, stacking individual brilliance without building the coordination stops paying. One caveat, because a sharp board member will ask: the downturn at the very top comes from a fitted curve, and the coordination link is a correlation. Treat it as a strong signal about where to look. Most of us hire leaders as if we're building a baseball roster. Then we ask them to play basketball. THE FRAMEWORK · SORT, PASS, POSITION Three moves. You can teach all of them to your team in sixty seconds. Sort the game you're actually playing. Some work really is baseball. A great grant writer or recruiter can win alone at the plate, so let them. The leadership team plays a different sport. The budget, the master schedule, enrollment, the board and the bargaining table all run through each other. When one leader guards her lane, somebody else's work stalls. Build the passes on purpose. In the NBA data, the damage ran through coordination. Coordination is a skill, so a team can practice it. Most leadership teams have never written down a single hand-off: who gives what to whom, by when. They run on goodwill and email. Goodwill holds up fine until February. Email holds up fine until someone hits reply-all. Put people where they play best. I was recruited to play catcher in college and spent four years calling pitches and talking with my pitcher between nearly every one. Now and then my coach moved me to right field to rest my legs. I could play it. I was never brilliant out there. Plenty of leadership teams have catchers playing right field, and nobody has said so out loud. The TQ framework maps five types of thinkers: HEART, SOUL, STRENGTH, VOICE and MIND. Every team leans hard toward a few. Among the leaders we've assessed, HEART shows up 43% of the time and MIND just 7% . If nobody on your team naturally plays the MIND position, someone is covering it, and they're probably tired. WHAT IT LOOKS LIKE · ONE DROPPED PASS Here's the pattern I see most often. Finance flags a deficit in October. HR waits on enrollment projections before starting the staffing plan. Finance assumes teaching and learning is producing those projections. Teaching and learning assumes HR has them. Nobody dropped the ball on purpose. Everybody assumed someone else was holding it. Three excellent leaders, one dropped pass, and the reduction conversation slides to April, when every option is worse. Map that team's thinking and the reason usually takes about ten minutes to see. Nobody naturally plays the long-range, systems-checking position, so the superintendent has been covering it herself, at 10 p.m., for years. The fix is two moves. Write the six most important hand-offs as one-sentence agreements with names and dates. Then give the systems check to the leader whose profile leans that way, with permission to slow a decision down when the numbers don't connect. Same people. Different sport. TQ IMPLICATION → If most of your priorities need two or more leaders moving together, your development plans can't all be batting practice. THE DRILL · 20 MINUTES AT YOUR NEXT MEETING Sort the work (5 minutes). List your team's top five priorities for the year. Mark each one B for baseball, if one person can win it alone, or H for hoops, if it takes two or more of you moving together. Count the H's. If most are H's and every development plan on your team is individual, you've found the gap. Find the passes (5 minutes). For each H, write the hand-off as one sentence: who gives what to whom, by when. "Finance gets the enrollment projection to HR by February 1 so staffing can start." Name your positions (5 minutes). Go around the table once. Each leader answers: "Where on this team do I play catcher? Where am I playing right field?" No rebuttals on the first lap. Fix one pass (5 minutes). Pick the hand-off that dropped most often this fall. Agree on one change and one owner. Open your next meeting by checking it. "We don't have time for this." Count the decisions this fall that came back to the table a second time because someone wasn't looped in. Multiply by the people in the room and the minutes each one took. You're already paying for the drill, in rework. "My people are too senior for this." So were the NBA's most stacked rosters, and coordination was still where they lost games. Twenty minutes usually surfaces one hand-off everyone quietly knew was broken. THE MATURITY SHIFT Immature leaders think: "We need to hire another star." Mature leaders think: "We need the stars we have to pass." Immature leaders think: "Everyone on my team is excellent, so my team is excellent." Mature leaders think: "Everyone on my team is excellent. Now we build the team." Immature leaders think: "Put the best person on the biggest problem." Mature leaders think: "Put the right position on the problem, and protect the hand-offs around it." YOUR TURN Finish this sentence in the comments: "The pass that keeps dropping on our team is ______." One line is plenty. Then read a few of the others. You'll see fast that you're not the only one, which is either comforting or alarming, depending on your board. THE NEXT MOVE Quick gut check. If you ran the drill tomorrow, how many of your top five priorities would come back marked H? And how many of those have a hand-off anyone has written down? If the honest answers are "most" and "none," you're in good company. It's the most common pattern in our data. It's also the one that costs the most in a hard season, because dropped passes show up right when the margin for error disappears: the budget gap, the bargaining year, the board meeting where three of your leaders describe three versions of the same plan. If the drill surfaced more dropped passes than you expected, let's talk it through. Thirty minutes, your team's real hand-offs, no slides and no pitch. Start with a 30-minute conversation: BOOK IT HERE When you're ready to go further, the TQ Advantage workshop puts your whole leadership team in one room for two and a half hours. Everyone completes the TQ assessment first. In the room you see your team's map side by side: who plays catcher, who's covering right field, and which positions nobody holds. You leave with the hand-off and decision protocols you'll use the next morning. Workshop details: higherperformancegroup.com/team-intelligence Know a colleague whose leadership team is in a hard season? Send this their way. And if you're new here, hit subscribe so next week's issue finds you. SOURCES & FURTHER READING Swaab, R. I., Schaerer, M., Anicich, E. M., Ronay, R., & Galinsky, A. D. (2014). The too-much-talent effect: Team interdependence determines when more talent is too much or not enough. Psychological Science, 25(8), 1581–1591. Read the study Plain-language summary: Association for Psychological Science The book: The TQ Advantage by Dr. Joe Hill Behind the 60% figure: HPG research on nearly 1,000 TQ assessments
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
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