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 12, 2026
Why your best TEAMS keep producing average results — and the seven-force system underneath it. There's a villain running in every cabinet meeting that never makes the agenda. It doesn't show up in the accreditation report. It doesn't show up in the strategic plan everyone signed with real applause eleven months ago. It shows up in the parking lot — the conversation two people have on the walk to their cars that never once got said in the room. Nearly a thousand leadership teams told us the same thing, almost word for word: Individually, this cabinet is exceptional. Collectively, it runs at about 60% of what it can actually do. (That's roughly the batting average of the last consultant's deck you paid for.) So here's the only question worth asking: what if the people were never the problem? That gap has a name. Seven names, actually. Once you see them, you won't sit through a cabinet meeting the same way again. This also hits differently depending on the week you're reading it. The Diagnosis Let's talk about this like adults who've sat through enough retreats to know the difference between a "sweet tote-bag vibe" and actual change. You've done the retreat. Facilitator, breakout groups, a conversation on the drive home more honest than anything said in the room. (Somewhere, the whiteboard from that retreat is still standing in a hallway, unerased, like a crime scene nobody's cleared.) You came back with a plan. Three weeks later, it's a shared-drive folder nobody opens. Your best people have gone quiet in meetings — not out of ideas, out of reasons to keep offering them. Two departments have solved the same problem twice, six months apart, neither knowing the other already did the work. None of that is a hiring problem or a motivation problem. It's what the system does. That folder nobody opens — what does it actually cost you? Not dollars. The thing that's harder to name: how many of your best people still believe change is possible here. (This is exactly what the Burnout Force Check measures — three minutes, no guessing, a clear read on which of seven forces is costing your cabinet the most. More on that shortly.) Burnout at the team level isn't seven unrelated problems. It's one system wearing seven faces. Four build on each other in a straight line. The other three are what happens once those four feel normal. Timing · The Force Behind the Forces One more interruption before the framework. Read this in August — cabinet freshly reassembled, year still shaped like a plan — and it lands as a preview. Read it in February, board meeting Thursday, budget doing whatever it’s doing this year, and it lands as a mirror. Same seven forces. Same diagnosis. Completely different weight depending on where your cabinet is standing when it lands. That's not a flaw in the framework — that's the first thing worth knowing about it. Every team carries a pain point. Not every team is standing in the moment to act on it. A cabinet three weeks into a transition has different capacity than one eighteen months into a stable run. So, plainly: if you read the seven forces below and think “yes, but not now” — that’s not the wrong answer. Timing isn’t a character flaw. But “not now” only works with a date attached. Without a date, “not now” is just Drift wearing a calendar as a disguise. Name the pain. Then name the moment. If the moment's wrong, don't force it — build the plan for when it's right. Everything below still applies. Just on your timeline, not somebody else's September. The Tuning System · Why Your Best Cabinet Sounds Off-Key Twenty years ago, I bought a piano. Baby grand, delivered to a house my family hadn't asked to move into — three kids uprooted from the only childhood they'd known, distinctly unimpressed with dad's new title. We'd already done ice cream. Then a puppy. Then this. The piano was the exclamation point on my bribery campaign. The day it arrived, that piano was about as close to perfect as an instrument gets. Every string hand-tensioned. Every hammer weighted exactly right. Seven notes to the octave, every one of them true. My kids played it, but nobody had to really even touch it to lessen the quality. The daily temperature shifts and the humidity drifts were enough — the wood and wire quietly answering back, a fraction of a millimeter at a time. Nobody ever touched a tuning peg. The room just kept pulling on it. All three of my kids grew up on that piano. The ones playing it every day were the last people on earth to hear the drift. They adjusted without ever noticing they were adjusting. It took our tuner — a woman who came once a year, someone who hadn't been living inside that slow drift — to sit down and wince at the first chord. Your Team: Nobody lowered their bar. Nobody had to. Seven forces pull on your leadership team constantly. Four build the whole engine, one causing the next: FRAGMENTATION — The Silo Tax. MIT's Human Dynamics Lab found fragmented teams burn up to 60% of their energy on coordination drag alone. (Your cabinet isn't lazy. It's just really, really good at scheduling meetings about the meeting.) EXHAUSTION — The Parking Brake. When coordination breaks, someone absorbs the gap. Not a personality trait. A structural bill, and it always comes due inside somebody's calendar. ISOLATION — The Solo Sport. Exhausted people stop reaching — not because they've stopped caring, because vulnerability became a cost the system taught them they can't afford. SCARCITY — The Empty Table. Isolated people compete for a recognition supply the system made feel finite. Not a mindset problem. An accurate read of a rationed room. COMPARISON, NOISE, and DRIFT are what a culture does once those four feel normal — peaking, respectively, during budget season, right before a board vote, and in year three or four of a tenure, not at the crisis but in the calm after it. Call her Daniela — a college provost with a team that, on paper, should've been unstoppable. Eight people, decades of combined experience, individually excellent by every metric that shows up on a résumé. Their meetings ran long, produced consensus, changed almost nothing. Her VP of Student Success had started emailing ideas instead of raising them in the room — safer, she said, than watching them get nodded at and forgotten. Here's the part that matters for timing: Daniela ran the Burnout Check in February — mid-year, mid-fatigue, three weeks after a board member asked a hard question about retention nobody answered well. Not because February is special. Because that's when her cabinet was finally ready. She ran the Launch Check on the next initiative — three questions, out loud, before anything left the room: What problem are we actually solving? Who else needs to know this exists? What breaks if we don't coordinate here? Not a retreat. A five-minute habit, applied every time. Eight months later — back at the start of a new academic year — her cabinet wasn't just aligned, it was audible. Her VP started raising ideas in the room again, because the room had finally started keeping them. The Application · What To Run, Whenever "Now" Actually Is Here's what to run at your next meeting — not a retreat, not a new initiative. Three moves, one gut-check on timing first. Move 0 — Locate yourselves. (5 min) Where's your cabinet actually standing? New year? Mid-year plateau? Weeks from a board vote? Mid-transition? Say it out loud. The forces don't change. Your capacity to act on them right now does. Move 1 — Run the Launch Check. (10 min, next agenda item) What problem are we actually solving? Who else needs to know this exists? What breaks if we don't coordinate here? (Can't answer the third one? You just found your fragmentation. Congratulations — you're now self-aware, which is more than most teams manage before they don't.) Move 2 — Audit the brake. (15 min, this week) Ask everyone to name one task this week that exists only because something upstream is broken. Pick one. Abandon it, publicly. Move 3 — Name what counts. (Every meeting) Before you close, name one contribution from the last week — specifically. Not “great job.” More like: “That question you asked Tuesday saved us from a decision we’d have regretted.” Two objections, handled straight: “We don’t have time for this.” How many hours did your cabinet spend last week on work that only exists because something upstream never got fixed? Teams we've studied average 40% of a week there. What's forty percent of your week actually worth? “The timing’s genuinely bad.” Then don’t run all three this week. Run Move 0. Name the moment, out loud, and put a real date on the calendar for the rest. A named delay is a plan. An unnamed one is Drift. The Maturity Shift Immature cabinets think: “We need better communicators.” Mature cabinets think: “We need a coordination system nobody has to remember to use.” Immature cabinets think: “Wrong time — skip it.” Mature cabinets think: “Wrong time — name the date.” Immature cabinets treat the retreat as the fix. Mature cabinets treat it as the invitation — and the Monday after, whatever month it falls in, as the actual work. (Immature cabinets also still have that whiteboard in the hallway. Someone should really erase that.) Uncomfortable math: the average leadership team we've studied runs at 60% of its own potential — not because the people are average, but because seven forces are quietly pulling on an instrument nobody's been asked to keep tuned. One word. Which force is eating your cabinet right now? One more, honestly: is now the moment you act, or the moment you name when you will? Go Tune Your Own Cabinet — On Your Own Timeline Most cabinets never get past naming the problem. They diagnose it beautifully at a retreat, then go back Monday to the same untuned instrument. One more question, honest answer this time: if this stays exactly this shape for the next two years, what does that cost? Not the institution's numbers. You. The part of you that took this seat to build something, not just keep it running. What would it mean to know — not guess, know — which of these seven forces is costing your cabinet the most, and whether right now is the moment to act on it? The Burnout Force Check takes about three minutes and shows you exactly where your cabinet sits across all seven forces — same research behind this framework, built to tell you the diagnosis and the timing: https://burnoutforce.higherperformancegroup.com/ That baby grand is still standing in my living room. My kids are grown now — gone, building their own lives, with their own drift to manage. My grandkids are the ones on the bench these days. Same instrument. Same seven strings. I didn't understand it twenty years ago, but I never bought that piano for me. I bought it for whoever showed up next. That's the whole case for the Burnout Force Keynote , honestly. Every leader eventually leaves the seat. The only question is whether the next person inherits a system that's still drifting, or a signal that holds without you in the room: https://www.higherperformancegroup.com/burnout-force Across 987 leadership teams in 43 states, the cabinets that ran this framework saw real, measurable movement on all seven forces — because the system finally got named, tuned, and named again at the right moment. The diagnosis doesn't change with the season. Your capacity to act on it does. What's the first force worth naming out loud in your next meeting? Found Something in This? Message us. We read every one. info@higherperformancegroup.com Follow DR. JOE HILL and Higher Performance Group | THE BURNOUT FORCE
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
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