I still have some leftover World Cup fever and I think shouting that – and I just did – probably helped me get it out of my system. Feels good, but somehow sad at the same time. Oh well.

So we’re talking about GOALS today – not soccer sadly. Marketing Goals more specifically.

Marketing has a big influence on the direction the company takes. The money it makes and also the money it spends. You can’t know what the future will bring, but forming the right goals and following through on them systematically is more likely to lead to success for all.

The first thing to do as you’re considering options for different Goals is to ask WHY. You must understand Why a certain Goal merits marshaling the company’s resources over all other possibilities. In other words, what is the Opportunity Cost (Definition: A benefit, profit, or value of something that must be given up to acquire or achieve something else) of said Goal.

In order to get buy-in from key stakeholders – which you’ll need to get the green light to pursue the Goal AND to do the work to achieve the Goal – you need to be able to Justify…the Goal.

Answering Why first will help you do that. Be Mighty!