Where is the Goal Line?
Does everyone on your team agree as to what it means to "win". Do you even know what the different people on your team think is "winning"? When different people have different ideas, it can lead to a total mess and might cause major problems with the company. When everyone agrees as to the one top priority, the whole company can work together towards that goal.
When Ed Whitacre took over GM, he spent a lot of time to get his team to agree as to what they were doing and what their goal really was. In the middle of rescuing the company, he thought that this was an important part of the rescue. We can debate whether they got it right, but the push to get a common goal really made a quick difference in the financial situation at GM.
There are many in a company who think that getting a team to agree on what the goals are is a total waste of time. They know what they need to be doing and it really doesn't matter if someone else has a slightly different idea. Just tell them what to do and make sure that they do it.
The problem is that when there are wildly different ideas of what the team or company's goals really are, people start working at cross purposes. Some people think that more sales is the only goal. Others think that the volume of shipments is the goal. Others don't care what the company's goals are, they just want as much for themselves as they can get. We see this attitude on some sports teams where a hot shot player hogs the ball and works for highlight reel moments to the detriment of the score.
When a company or team has such wildly divergent ideas of what it means to succeed, it is very unlikely that the company or team will succeed.
When we get our team to agree on what the real goals are, then we can get the team all working together towards those goals.
There are a number of ways to get a team to agree on a goal. All of these ways take time, honesty, and commitment. Yes, different members of the team have different ideas of what the goal should be.
Others will wonder why we have to have only one goal. There are many managers who claim that they have multiple number one priorities. However, for success, a team needs to have one and only one goal. Why only one goal? Yes, teams may have multiple objectives, but at some point, there will be a conflict between objectives. Look at how sports teams may have multiple objectives in their practice sessions and might have multiple strategies during the course of a game, but they have just one goal - winning the game. Likewise, in business, there needs to be a common agreed upon priority between all objectives so that the conflict will get resolved towards the real goal.
Goals change over time. This goal setting is an exercise that bears repeating on a periodic basis. Another objective may become the top one and become the goal for a while. At a company that nearly went under, the CEO made sales the number one goal. Later, profitability became the goal.