The Goal Diagnostic: What Your Targets Reveal About Your Company

Most leadership teams spend more time on hiring, marketing, and sales than they do on goals — and it shows. In this episode, Linda Perry breaks down why goals are one of the most powerful diagnostic tools she uses when working with founders, CEOs, and leadership teams. It's not about whether you're hitting them. It's about what the way you set them, own them, track them, and avoid them reveals about your company's real capacity to grow. Linda walks through why so many leaders go fuzzy around goals — the shame, the exposure, the defense mechanism of moving through them fast — and why that avoidance is itself the diagnostic. She then unpacks what she actually looks for: clarity, ownership, vision alignment, tracking discipline, what pulls goals off course, and critically, what gets left off the list entirely. She connects goal quality directly to hiring — because vague goals produce vague job profiles, and vague job profiles produce the wrong hires. And she reframes what good actually looks like: not perfect achievement, but the willingness to sit with a miss, learn from it, and set goals that are honest about what growth actually requires.