How to Think About Your End-of-Year Goals

by Syrup | Nov 9, 2021

Well, it’s somehow already (checks notes) the second week of November and we officially have 53 days left in the year before 2022 is upon us. If that sentence alone doesn’t make you squirm, maybe this will:

There are 39 weekdays left in 2021.

If we conservatively estimate, say, 6 days to account for the holiday out of office days in November and December, we’re looking at probably around ~33 days left in the year. Eek.

At Syrup, we meet with our marketing services clients 4x per year for Quarterly meetings to review upcoming goals and objectives in the quarter ahead. To prepare for these meetings, I always ask clients to divulge what the next 90 day objectives are for the business. Whether they’re marketing-related or not, it’s helpful to know and understand the overall business’s focus and goals in the weeks ahead — and how marketing might be able to play a significant role in a way the client may have not previously considered or understood.

A common theme I frequently see from clients when asked, “What are the next 90-day business objectives for [insert your company here]?” is a long list of… well, a lot of things. Some internal objectives, some business development objectives, some general marketing objectives, which is great, don’t get me wrong — a business without well-established objectives and goals is one that is at risk of never growing — or worse, becoming complacent or even failing completely.

But too many objectives at one time usually breeds a lack of focus, which means nothing is ever fully completed or quality suffers as a result. So I like to challenge clients going into Quarterly meetings by asking — of these XX objectives, what is the one area we can focus on for the quarter thoroughly and can actually complete well, versus trying to scatter resources and attention across these 5 other things?

So my challenge to you today is to take a look at your Q4 objectives, your 2021 goal sheet, your end-of-year checklist — whatever it is, and ask yourself: If I have to pick one item to complete and complete it well, which is it?

And then make a strategy and execute. The clock is ticking.

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