(Time to read this Blog is about 3.5 minutes)

Before we get to the main topic, here are a few things to get you thinking or smiling:

  1. My Biz Quote of the week:
    “Are you running your business or department…or are you building a Team that runs it, and then providing the clarity, coaching, empowerment and encouragement they need to do that effectively?  Those two are very different…and the outcomes will be very different.”
    …Donald Cooper.
  2. Quick Biz Tip:
    Make your emails more effective:  
    Tip #1:  The most common ‘default font’ for emails seems to be Calibri 11.  I think it’s too small and wimpy.  It looks weak and makes you look weak.
    I use Tahoma 11.5 as my default.  It looks stronger and it make you look stronger.  Everything we do communicates.
    Tip #2:   Have a confidence-inspiring and informative email signature, complete with logo, value statement and contact info.  If you’d like to see my email signature as an example, email me at donald@donaldcooper.com.
    Note:  If your email provider doesn’t allow you to choose the default font or create an effective email ‘signature’, perhaps you should pay the small amount required to have a more business-like .com email address.
  3. The cruise industry is booming!   A record 31.5 million people took a cruise in 2023.
    Value for money is excellent and there’s a huge range of ship sizes, bargain to luxury ships, cabin sizes, amenities, inclusions (and exclusions).
    You’re best served by a Cruise Specialist Travel Agency like Cruise Connections in Vancouver, or vacationstogo.com, the world’s largest online seller of discounted cruises.  We’ve used them both, many times.
    Even though the industry is booming, there are still great deals.  The definition of a ‘fool’ is a person who pays full price for a cruise. 
  4. Special note to my retail readers: We have hundreds of retail readers and fans around the world and this piece is especially for you.   I recently sat in on a Zoom Webinar delivered by my Retail Consultant friend, Kevin Graff, in Oakville, Ontario.  The topic was, ’21 Deadly Selling Sins…and how to avoid them!’   It was the most important, insight-filled 40-minutes of retail ‘sales wisdom’ that I’ve ever witnessed.
    So, I asked Kevin if I could share with you the link to the recording of this extraordinary Session…and he agreed.  The link is  https://www.youtube.com/watch?v=e8JSjsd2QUU 
    Kevin can be reached at Kevin@graffretail.com.


Now, to this week’s important topic:

Forget about ‘goals, targets, aims & objectives’.  Let’s talk about ‘commitments’:

Most businesses make the mistake of talking about ‘goals, targets, aims and objectives’.  They have sales ‘targets’, customer satisfaction ‘goals’, profit ‘objectives’ and they ‘aim’ to be a good employer, etc.  One of my recent Business Coaching clients proudly stated on their website, “We strive to be ethical.”  What the heck is that?  Ethical is like pregnant…you is, or you ain’t.

‘Goals, targets, aims and objectives’ are weak and wishy-washy words that leave way too much wiggle room to not perform. I believe they should all be replaced with one powerful word…commitments’.  We need to stop ‘aiming’ and start committing! 

There’s a huge difference between a goal or a target and a commitment.  A ‘goal’ is something we score sometimes and don’t score other times…and that’s life.  At least we tried.   A ‘target’ is something we hit sometimes and miss other times…and it’s OK.  It’s just a target.  But a ‘commitment’ is something fundamentally different.  It sounds different, it feels different, because it is different.

Businesses talk about ‘accountability’, but there’s no accountability without commitments to get specific things done, to an agreed standard, by an agreed time, with clearly defined outcomes.  You can’t have an engaged, committed and effective team without clear commitments. The magic 10 words in any organization are, “By when can we agree that this will be completed?”  

Remember, it’s not a commitment until they agree to it.  Arbitrarily imposed commitments don’t work. They create resentment. So, negotiate a reasonable and achievable commitment, document it and follow up.  The world is run by those who follow up. 

Some folks argue that we’re just playing with words here…but it’s much more than that.  The truth is that when we change our language, we change our business culture.  We become what we speak.  Creating a culture of commitment will fundamentally transform your business.

So, please, never again talk about ‘goals, targets, aims and objectives’ in your business.  From now on, in every memo, every meeting, every email and every conversation, talk about your clear commitments to customers, to your team, to efficiency and profitability, to safety, to the environment and to your community.   Become the ‘Chief Commitment Officer’ in your business, or your department.  You’ll be amazed at the difference it will make. 

If you’d like help in creating a culture of clarity, commitment, accountability and profitability in your business, perhaps we should chat.  I’m easy to find at donald@donaldcooper.com.


That’s it for this week…

Stay safe…live brilliantly!       

Donald Cooper 


Donald Cooper speaks and coaches internationally on management, marketing, and profitability.  He can be reached by email at donald@donaldcooper.com in Toronto, Canada.

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