I also came to realise that selling is part of our lives. Those who are masters at it - be it selling ideas, products or services - can influence the future. Selling is an important leadership competence.

In the real world, there is work—stuff that you have to get done. In theory world, there are goals.

Work is ahead of you; goals are behind you—they’re your rear-view mirror.

Work is specific and detailed; goals are abstract.

Work changes fast; goals change slowly, or not at all.

Work makes you feel like you have agency; goals make you feel like a cog in a machine. Work makes you feel trusted; goals make you feel distrusted.

Work is work; goals aren’t.

But it doesn’t have to be this way. Goals can be a force for good.

This, ultimately, is what goals are for: to help you manifest your values. They are your best mechanism for taking what’s inside of you and bringing it out where you and others can see it, and where you and they can benefit from it. Your goals define the dent you want to make in the world.

And this in turn means that the only criterion for what makes a good goal is that the person working toward it must set it for him- or herself, voluntarily. The only way a goal has any use at all is if it comes out of you as an expression of what you deem valuable.

The key to understanding performance is to stop thinking of it as a broad abstraction, and instead start finding elements of it that we can measure reliably and act on usefully.

If you continue down the road you are on you will be counting on motivation to move the company forward. I cannot honestly recommend that as a way forward because business competition is not just a battle of strength and wills; it is also a competition over insights and competencies. My judgment is that motivation, by itself, will not give this company enough of an edge to achieve your goals.