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any businesses struggle with execution—not because they lack ambition, but because they approach goal-setting in a vacuum. Goals are often decided behind closed doors, then handed down with the expectation of flawless execution. The result? Targets that look great on paper but fall apart in practice.

During my time at Uber in its early, fast-scaling days, I saw firsthand how empowering teams with data and opportunities to actually engage with goals transformed execution. Even entry-level employees could propose initiatives based on insights they derived from the field. This bottom-up approach helped encourage an agile culture that prized personal ownership, something all businesses can benefit from.

When Goals Go Wrong

• Too much top-down – Leadership sets ambitious goals without considering on-the-ground realities, they expect their vision to translate directly to reality without touching base with the teams actually doing the work.
• No room for iteration – Goals are rigid, even as the market shifts, rather than adapting to the world, teams want the world to change around them. 
• Lack of team buy-in – Employees don’t feel ownership, they don’t understand why goals exist and don’t trust they will actually work, leading to lower motivation and engagement.

What Works Instead?

• Bottom-up feedback – Teams are brought to the table, allowed to offer insights on what’s realistic and effective.
• Regular check-ins – Goals are reassessed quarterly (or more frequently), adapted as the business changes.
• Clear accountability – Every team member is held responsible for their goals, but also offered the opportunity to provide insights and feedback. 

How to Make It Happen

• Set clear goals but stay flexible. Define objectives while leaving room for adjustments based on feedback.
• Align strategy with reality. Get team input early and often to ensure goals are achievable.
• Hold structured reviews. Weekly or monthly check-ins keep execution on track and allow for course correction.

When companies get this right, you can feel it. Teams move faster, make smarter decisions, and actually achieve their goals.

Starting is easy, the first thing you should do is bring your team to the table. Listen to their insights, understand their challenges, make time for structured check-ins, and create a culture where goal-setting is an ongoing process.

Stay Connected with Kelly

Kelly Feeney consults and advises business leaders on strategy, planning, and execution. As an Operations Exec, Kelly has led teams as large as 300 with budgets of $100M+ at enterprise companies like Uber and Airbnb.

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