Fewer Numbers, Bigger Goals

By Monty Hagler

We’re two weeks into 2015, and I’m proud to say I’m right on track with my New Year’s resolutions. Cynics might say it’s because I set them too low, but I have a different point of view. Rather than focusing on daily numbers and measurements, I’ve instead decided to concentrate on the ultimate objectives. Fewer numbers, yet bigger goals.
In my personal life, I’m not going to chart my weight, count my calories or clock my times in the pool this year. My goal is to be fitter, leaner and healthier. A dual-edged strategy should get me there – work out with more intensity and more often, and eat less and more infrequently.

I carried that approach over to setting my 2015 goals for RLF Communications. For the first time since joining the agency world nearly 20 years ago (with five years of experience in corporate America prior to that), I did not set a top-line or bottom-line growth number. I didn’t plan out a budget, neatly divided into four quarters, or set revenue predictions for clients who may still be unknown.
Don’t get me wrong, I firmly believe this will be the biggest and best year in RLF’s still relatively young life. But I’m going to measure success by assessing how we did on metrics that are often hard to define. To that end, we’ll:

  • Generate ideas and strategies that amaze our clients and energize our team
  • Build partnerships with clients that expand into friendships
  • Grow a smart, engaged team of individuals who could have gone many other places, but believe in what we are building together
  • Laugh a lot and celebrate milestones with our clients and team

In the end, I know it will be numbers and metrics that define success. Our efforts will help our clients make their sales and financial goals. Our team members will have more opportunities to do exciting work, learn new skills and grow professionally. Our partners who support us with legal, accounting and other services will prosper from their relationship with RLF.
I think 2015 will be a big and exciting year for RLF and for our clients. I plan to take advantage of every opportunity I can, both personally and professionally. But I’m going to enjoy not calculating revenue – or counting calories – on an obsessive basis.
Photo courtesy of Carol VanHook’s Flickr photostream.