A sure way to de-motivate individuals is to be vague and ambiguous with respect to project goals and expectations. “Winging it” is not a recipe for individual or team success.

Effective leaders must be able to clearly communicate project goals, without which, a project can neither be planned nor initiated Without clear goals, a team or individual cannot meet expectations because there are no expectations. An interview with Aracy Streckenbach, President and Chief Operating Officer of Innovative Global Brands, summarised in the “New York Times” on September 1, 2012, explains that clearly defined and measurable goals motivate employees and encourage productive behaviours. A critical step is to define, discuss, dispute if necessary and document the project outline. Do the same for expectations with respect to team members and ensure that each individual understands their own area of responsibility. Define the metrics and the measurements that will be used to evaluate the project and work. For example, a sales team challenged with the development of a marketing campaign might be measured by an increase in sales once the campaign is launched.

Equally important is the project timeline. Document what needs to be done and by when. This information is vital for managing budgets, limiting the scope of work according to resources and determining whether the team possesses the necessary skills to complete the task. Ron Ahkenas, in a July 2012 article in “Forbes”, explains the importance of establishing a definitive timeline that does not stretch too far into the future or that loses relevance and urgency.

Even when these steps are carefully executed, miscommunication can occur, information can be misinterpreted and whole projects can be derailed. It is critical, therefore, to monitor and check in on progress, to make adjustments, keep the project on track and the team heading in the right direction. When the time comes to appraise team performance and project success, hopefully the only items up for discussion are external forces that were not controllable. Ambiguous and confusing expectations should not be an item on the agenda.

Resources:

Accountability Leadership (coming in 2013), Di Worrall

New York Times: Clear Goals Matter More Than Mission

http://www.nytimes.com/2012/09/02/business/corner-office-goals-matter-more-than-mission.html?_r=0

Forbes: Seven Mistakes Leaders Make in Setting Goals

http://www.forbes.com/sites/ronashkenas/2012/07/09/seven-mistakes-leaders-make-in-setting-goals/