Setting Smart Goals

Focus on action, not attitude

by Ann Wylie, president, Wylie Communications Inc.

You know that communication can change two things:

Attitude
or
Action

Certainly, changing attitude is important. In fact, often a change of attitude is the means of changing action or behavior. But only by influencing action can you effect bottom-line change for the organization.

"Goals are met only when real human beings do certain things in the right ways," says Angela Sinickas, president, Sinickas Communications, Inc. So in this section, ask yourself: "What do you need your audience to ...

Start doing ...
Stop doing ...
Do more of ...
Or do less of ...

... for you to help the organization achieve its goal?"

Often the attitude-into-action shift is simply a matter of translation. A goal like "To have employees understand the importance of productivity," focuses on changing attitude. Now, just revise that slightly: "To help the organization increase productivity by 7 percent this year by convincing employees to work more efficiently."

Translating attitude into action

Many times, setting meaningful goals is just a matter of translation. Here are some examples to help you make the switch between goals that change attitudes and those that influence action:

Attitude: To communicate that the company is a good place to work
Action: To decrease employee turnover
Attitude: To communicate the importance of safety
Action: To reduce workers comp claims due to on-the-job accidents
Attitude: To explain and interpret company vision and strategies
Action: To increase productivity by enhancing employee support for our plans
Attitude: To inform sales people of new techniques and tools
Action: To increase sales to new customers

Remember, attitude drives action. But action is the only thing that can move the needle on the bottom line. Too often, communicators focus so intently on changing attitude that they forget about influencing action. It's essential to keep this bottom-line perspective in mind when developing your goals.

Need more techniques for creating a structure that makes your copy easier to read and write? Check out Ann's workshops and learning tools.

About the author

Ann Wylie runs a company called Wylie Communications Inc. Ann works with communicators who want to reach more readers and with organizations that want to get the word out. To learn more about her training, consulting or writing and editing services, call Ann at 816/997-8753 or e-mail her at ann@wyliecomm.com. Get a FREE subscription to Ann's e-mail newsletter at http://www.wyliecomm.com/newsletter_signup.shtml.

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