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 May 25, 2026
Note: Your team already knows the answer. Here’s a diagnostic question nobody asks at your strategic planning retreat: When was the last time your stated values cost someone something real? Not a performance conversation. Not an awkward pause in a hiring debrief. An actual consequence — a hire you didn’t make, a promotion you delayed, a departure you initiated — because someone violated the culture, not the metrics. Take a moment. Search your memory. I’ll wait. If you’re struggling to name the instance — not because it was so long ago, but because it genuinely hasn’t happened — then you don’t have values. You have wallpaper. Beautiful, professionally designed, consensus-approved wallpaper. Run a word cloud on the stated values of 500 K-12 and higher ed institutions right now. Integrity. Respect. Excellence. Innovation. Equity. Community. The six most expensive words in educational leadership. Expensive because they cost nothing to claim and prove nothing when violated. Meanwhile, the highest-performing organizations outside education built something structurally different. Their lesson isn’t philosophical. It’s architectural. And the gap between what they built and what most institutions call a values exercise is costing your institution more than your last three failed strategic initiatives combined. The villain here is not your character or your cabinet’s. It’s what happens — reliably, predictably, across 987 leadership teams in 43 states — when values live in the lobby instead of the decision architecture. The Diagnosis: When Values Become Performance Art The décor model is predictable. An institution convenes a committee, runs a facilitated process involving Post-it notes and enthusiastic nodding, and produces a list of virtues nobody could argue with. Respect. Integrity. Innovation. All free. All harmless. All useless as architecture. The problem isn’t the words. It’s what happens next — which is nothing. Values get a design treatment, go on the wall, and actual decisions continue being made by what has always made them: budget pressure, political relationships, and the preferences of whoever has the most tenure and the least accountability. (You know that person. They were in your last cabinet meeting. They’ll be in the next one.) Here’s the diagnostic question that matters: When did your values last make a decision before you did? The pattern across our research is consistent. Institutions with performative values frameworks operate at a fraction of their collective ceiling. Not because the people lack conviction — they don’t. But because when the person who most visibly undermines the stated culture keeps getting promoted, your team doesn’t conclude the values were ambiguous. They conclude the values were theater. And they adapt — rationally, efficiently, quietly — to the system that actually exists. Not the one on the wall. (This is the structural villain THE TEAM INSTITUTE addresses — not by teaching better values, but by building the architecture that makes values operational at the cabinet level. More on that in a moment.) Here’s what makes this urgent: your best people — the ones with options, the ones whose departure would sting — figured this out faster than you did. They’re not disengaged. They’re in values triage. Sorting signal from performance. Deciding how much of themselves to invest in a culture they can’t yet verify is real. What Load-Bearing Values Actually Look Like The highest-performing organizations outside education didn’t stumble into values clarity. They engineered it. And in every case, the thing that made their values real was identical: consequences built into the architecture. Netflix: Adequate Performance Gets a Generous Severance Package That single line — published in Netflix’s culture document, viewed over 20 million times, called by Sheryl Sandberg the most important document to come out of Silicon Valley — is the most load-bearing value statement in modern organizational history. Not because it’s harsh. Because it’s honest. Netflix built the Keeper Test. Managers ask one question, regularly: if this person told me they were leaving for a comparable role elsewhere, would I fight hard to keep them? If the answer is no, Netflix doesn’t wait for performance to deteriorate. They offer a generous severance and open the seat for someone who earns a yes. The question for your cabinet: would you fight hard to keep every direct report? At Netflix, that answer has a documented consequence. At most institutions, it’s just a thought that happens on the drive home. Southwest Airlines: Warrior Spirit, Servant’s Heart, Fun-LUVing Attitude Southwest receives a job application every two seconds. They hire fewer than 2% of applicants. Before any skills assessment, they screen for exactly three things: Warrior Spirit, Servant’s Heart, Fun-LUVing Attitude. Not aspirational nouns. Behavioral filters, observable in a group interview — in how you treat the receptionist when you think no one’s watching, in the story you tell about a time you failed, in whether you laugh at yourself or perform competence. Their motto: hire for attitude, train for skill. Because you can train someone to load a plane. You cannot train a cultural misfit into a high performer. And Southwest measures all three values in annual performance reviews — not just what you produced, but how you produced it. The diagnostic question: do your stated values appear in your hiring rubric, your performance evaluation, or your promotion criteria? If the answer to all three is no — you built values for the lobby, not the institution. Zappos: We Will Pay You to Leave After completing their first week of training at Zappos, new employees received a check to quit. Tony Hsieh eventually raised it to $4,000. Less than 1% took the offer. That’s the point. The check wasn’t designed to thin the herd. It forced a conscious declaration. People who turn down $4,000 to stay are actually here. Everyone else is just present. There’s a difference. Your cabinet can feel the difference in the first fifteen minutes of a cabinet meeting. Hsieh fired people performing their jobs well if they were corrosive to the culture. The question for your institution: have you ever let a genuinely talented person go because of a values call alone? If the honest answer is never — you haven’t yet tested whether your values are real. Patagonia: We Told Our Customers Not to Buy Our Product Black Friday 2011 — the highest-revenue retail day of the year. Patagonia ran a full-page ad in the New York Times: “Don’t Buy This Jacket.” The ad detailed the exact environmental cost of producing their best-selling R2 jacket: 135 liters of water, 20 pounds of COβ‚‚, two-thirds of its own weight in waste. Then asked consumers to think before buying anything new. Revenue grew 30% in the nine months that followed. Not because the ad was clever — because people recognized something rare: an organization that actually means what it says. Patagonia told customers not to buy their product and grew 30%. Because the only thing rarer than an organization that means what it says is the person who doesn’t notice when one finally shows up. The question for your institution: would you take the institutional equivalent of that position? A costly public stand, at an inconvenient moment, because your values demanded it? If that’s hard to even imagine, your values haven’t been tested enough to know if they’re real. The Team Jersey Principle In sports, wearing the jersey means something. It’s not a costume. It’s a declaration of accountability to a shared standard that exists independent of your mood on a given Tuesday. The most impactful leaders don’t just comply with institutional values — they wear them. They reference them in hard conversations. They invoke them when it’s inconvenient. They make the call nobody would hold them to — and they make it anyway. Herb Kelleher worked baggage handling the day before Thanksgiving — busiest travel day of the year, in the rain — because the Warrior Spirit wasn’t a poster to him. Patagonia’s founder eventually gave the entire company to a climate trust. Not a PR move. A leader who decided the jersey was worth more than the equity. The diagnostic question: would your cabinet describe you as someone who wears the institutional values — or someone who administers them? The gap between those two descriptions is the cultural altitude your institution is currently operating at. What HPG Just Did We completed our own 2026–2027 values exercise — the real kind. What we landed on:
By HPG Info May 18, 2026
You believe in your people. Your org chart doesn't. ο»Ώ That's not a leadership philosophy problem. It's an architecture problem. And it's sitting in five questions. The gap between what your cabinet produces and what it's actually capable of isn't a hiring problem. It isn't a training problem. It isn't even a culture problem — though it wears culture's name in most post-mortem conversations. It's a deployment problem. And it has a name: The Deployment Gap — the distance between what your people are actually built to do and what your cabinet architecture is currently asking them to do. You don't have a talent problem. You have a deployment architecture problem. And unlike talent, architecture is completely within your control. The test below takes eight minutes. It will either confirm what you already sense — or surface a gap you've been too busy to name. Either way, you'll know something true by the end of it. THE DIAGNOSIS Why Brilliant People Produce Mediocre Cabinets Let's talk about this like adults who've survived enough strategic planning retreats to know the difference between a cabinet that's functioning and one that's performing. Functioning cabinets execute. They show up, manage their portfolios, hit compliance deadlines, and nod in the right places. (You know the nod. The one that means "I heard you" but not "I'm with you." The one that migrates to the parking lot conversation afterward.) Performing cabinets multiply. They think together. They cover each other's blind spots. They produce outcomes that none of them could have generated alone — not because they're smarter individually, but because the collective architecture actually matches who they are. Here's the uncomfortable truth most leadership development programs won't tell you: The gap between those two cabinets is almost never about talent. It's almost always about deployment. Research across 987 leadership teams tells us the same story in different fonts. High-IQ cabinets underperform not because of individual deficiency but because of structural misalignment — people operating outside their zone of genuine contribution, carrying responsibilities that drain rather than energize, filling roles designed for a generic leader rather than the specific, irreplaceable human being actually sitting in the seat. TQ = IQ × EQ × PQ. The PQ dimension — Perceptual Intelligence, the capacity to accurately see what's actually happening with the people in your system — is the one most cabinet leaders have optimized least. Not because they don't care. Because nobody gave them a diagnostic tool that cut beneath the org chart. Until now. (This is the exact gap THE TEAM INSTITUTE was built to close — not through individual development, but through collective architecture that deploys who your people actually are. More in a moment.) Before you run the test — one quick audit: when did you last ask a cabinet member what they do better than almost anyone? If you're reaching for a specific answer, note that. If you're not — note that too. THE 5-QUESTION CABINET STRESS TEST Run this on your current cabinet. Answer honestly — not as the leader you want to be, but as the one who was in last Tuesday's cabinet meeting. No scoring rubric. What follows each question is a consequence statement. The answer you give is less important than what it tells you about the system you've built. Question 1 If every cabinet member were asked to name their single greatest professional strength — the thing they do better than almost anyone — would their answers match what you're currently asking them to do? If the answer is mostly no — or if you're not certain what their answers would be — you have a Discovery Gap. Your cabinet architecture was designed around roles, not people. The result: capable individuals operating at a fraction of their actual ceiling, not because they're underperforming but because they're misaligned. The tragedy isn't that they're failing. It's that they're succeeding at the wrong things. Question 2 In your last five cabinet meetings, who spoke the most? Who spoke the least? And does that pattern reflect genuine contribution — or organizational hierarchy? Silence in a cabinet meeting is never neutral. It's either the silence of someone who feels safe enough to think before speaking — or the silence of someone who has learned that speaking costs more than it's worth. If the same two or three voices dominate every meeting regardless of topic, you don't have a quiet cabinet. You have a cabinet where PQ has been quietly trained out of most of the room. The ideas you need most are sitting behind the people who stopped offering them somewhere between year one and year two. Question 3 When did you last move someone in your cabinet — not out, sideways — because you discovered they'd be more valuable somewhere else? If the answer is "never" or "not recently," you're running a static architecture in a dynamic institution. The principle of comparative advantage — deploying people based on what makes the whole team better, not just what fills the org chart — requires ongoing recalibration. High-TQ cabinets aren't built once. They're continuously tuned. If your cabinet looks structurally identical to the one you inherited or designed three years ago, it's almost certainly operating below its ceiling — because the people in it have grown, and the structure hasn't followed. Question 4 If you removed yourself from the room, would the quality of your cabinet's thinking go up, go down, or stay the same? This one stops people cold. And it should. The honest answer for most leaders is: it would go down. Not because their cabinet is incapable — but because the cabinet has been architected around the leader's presence rather than the team's collective intelligence. When the leader is the room's primary thinker, the cabinet functions as a reporting structure rather than a thinking unit. High-TQ cabinets are built to think better when the leader steps back, not worse. If your absence creates a gap rather than an activation, the architecture needs attention. → Save this before you keep reading. Question 4 is the one you'll want to bring to your cabinet. Question 5 What is one thing someone on your cabinet is genuinely better at than you — and are you currently deploying that superiority or quietly managing it? This is the question that separates leaders who believe in their people from leaders who manage their people. Believing in people is not a sentiment. It's a structural act. It means building an architecture where someone else's excellence isn't a threat to your authority — it's the mechanism by which your institution actually moves. If the honest answer is that you're managing their superiority rather than deploying it, you're paying the full cost of their talent while capturing only a fraction of its value. The org chart proves it — or it doesn't. THE FRAMEWORK What High-TQ Cabinets Do Differently The leaders in our research who moved their cabinets from functioning to performing didn't do it through better hiring. They did it through better seeing. They stopped asking "Is this person good at their job?" and started asking "Is this person in the job they're actually built for — and is the team architecture drawing out what makes them irreplaceable?" Three specific moves separated them from the rest. Move 1: The Contribution Conversation 30 minutes. This week. Schedule a one-on-one with each cabinet member — not a performance check-in. A contribution conversation. One question: "If you could redesign your role to maximize what you do better than almost anyone, what would change?" Then listen without defending the org chart. You're not committing to restructuring. You're generating intelligence. What you learn in those conversations will tell you more about your cabinet's deployment gap than any assessment you've ever administered. (If you're thinking "I don't have time for five thirty-minute conversations" — you're currently spending far more than that managing the downstream effects of misalignment. The math is not close.) Move 2: The Silence Audit Your next cabinet meeting. At your next cabinet meeting, track — on paper, not mentally — who speaks, on what topics, and for how long. Don't change the meeting. Just observe it. What you'll find almost always surprises leaders: the pattern of voice has almost nothing to do with who has the most relevant expertise on a given topic. It has everything to do with who has learned that speaking in this room is safe. The silence audit isn't about demanding more participation. It's about diagnosing which voices your current architecture has quietly trained out of the room — and what those voices would be worth if the architecture changed. Move 3: The Comparative Advantage Question Standing agenda item. Add one question to your monthly cabinet agenda: "Given what each of us is genuinely best at — are we deployed against our comparative advantages right now, or against our job descriptions?" High-TQ cabinets ask this question continuously. They treat deployment as a living variable, not a fixed structure. The result isn't chaos — it's the opposite. When people operate inside their zone of genuine contribution, the collective architecture stabilizes because everyone is giving what they actually have rather than performing what was expected. THE MATURITY SHIFT IMMATURE LEADER THINKS: "I need to develop my people." MATURE LEADER THINKS: "I need to deploy my people — against what they're actually built for, not what the org chart assumed they'd be." IMMATURE LEADER THINKS: Fills roles with people. Hires for the job description. Evaluates against it. Develops people within it. MATURE LEADER THINKS: Builds architecture around people. Discovers what each person does better than almost anyone. Builds the structure that deploys it. IMMATURE LEADER THINKS: Believes in their people as a value statement. MATURE LEADER THINKS: Believes in their people as a structural act. The org chart proves it — or it doesn't. The gap between believing in your people and building for them is the most expensive gap in educational leadership. It doesn't show up on your balance sheet. It shows up in every cabinet meeting where the room produces less than the sum of the people in it. Your turn: Run Question 1 right now. Name one person on your cabinet whose greatest professional strength is not what you're currently asking them to do most. First name only. One sentence. What would change in your institution if you fixed that one misalignment? Drop it in the comments. The pattern in those answers will tell you something important about how many leaders are sitting on untapped architecture. THE TEAM INSTITUTE Most leadership development programs operate on a theory that is structurally backwards: develop people individually, and cabinet performance will follow. It won't. Not at the level you need. Not consistently. Not without the collective architecture that ensures individual development actually lands somewhere. Here's what the research across 987 leadership teams shows: the cabinets that moved from 60% to 90% capacity didn't get there by becoming individually sharper. They got there by building the collective conditions where each person's genuine contribution could actually be deployed — and protected. That's what THE TEAM INSTITUTE builds. Not better individual leaders. Better collective architecture — the shared language, structural clarity, and trust infrastructure that turns eight individually capable people into a cabinet that genuinely multiplies. 8 months. Full cabinet. Sequential development that builds from the foundations on which everything else depends. From our research: 3x performance improvement. 29% higher engagement. 27% better organizational outcomes. Zero burnout increase. One requirement: full cabinet participation. Partial collective architecture is not architecture. It's a majority position wearing the name of the whole. If you recognized your cabinet somewhere in those five questions, that recognition is data. Not a feeling. Data. The Team Intelligence Assessment is not a self-assessment. It's a whole-cabinet diagnostic — your full leadership team completes it together, and the output shows exactly where your cabinet lands on the spectrum from functioning to multiplying. Calibrated against 987 leadership teams across 43 states. The output pinpoints specifically whether the gap in your cabinet lives in IQ, EQ, or PQ. Most cabinets find the gap isn't where they assumed it was. That surprise is where the real work begins. If there were a way to build the collective architecture your cabinet is missing — without another retreat that returns seven brilliant individuals to the same broken system — would that be worth exploring? → Learn more and reserve your team's assessment window: higherperformancegroup.com/team-intelligence-assessment This is a conversation between people who are done accepting cabinets that function when they could be multiplying. FOUND VALUE IN THIS? Help other educational leaders find it: → Repost this with your answer to Question 4. "If I stepped out, my cabinet's thinking would _____." One word. The leaders who need to read this are in your network right now — and that one word will make them stop scrolling. → Tag a cabinet member who brings something genuinely irreplaceable to your team — and tell them you see it. Seven words. Highest-ROI leadership act you'll do this week. → Comment with your honest answer to Question 1. One name, one sentence. The pattern in those comments will tell you something important about how many leaders are sitting on untapped architecture. The more leaders who move from developing their people to deploying them, the better our institutions become. Follow DR. JOE HILL for the framework. Follow Higher Performance Group for the research behind it. Every week.
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