open · Strategy · 90 min · 6-8 people · medium energy

Goals, Signals, and Measures

This method aligns teams by establishing clear goals, identifying signals that indicate progress, and defining measurable outcomes before a project begins. It ensures everyone understands what success looks like and how their work contributes to the overall objective.

When to use Goals, Signals, and Measures

Use this method at the start of a new project or when a team is misaligned on priorities to create a shared understanding of success and how to measure it.

What it solves

Teams focusing on outputs rather than outcomes, leading to a false sense of accomplishment and difficulty in assessing the true impact of their work.

How to run Goals, Signals, and Measures, step by step

  1. Set the Stage (10 min) - Project owner clarifies the project's link to the team's broader mission. Allow time for questions and discussion to ensure everyone is aligned.
  2. Brainstorm Goals (15 min) - Individually brainstorm possible goals, focusing on outcomes rather than outputs. Write each idea on a sticky note and post them for everyone to see.
  3. Prioritize (10 min) - Narrow down the goals to the top three using a 'No,' 'Maybe,' 'Yes' prioritization table. Assign an owner to each of the selected goals.
  4. Signals (15 min) - For each goal, identify signals (KPIs) that indicate progress towards achieving the outcome. Spend 5 minutes per goal.
  5. Measures (30 min) - Define specific, measurable outcomes for each goal. Avoid binary measures and encourage bold targets. Break into smaller groups if needed.
  6. Wrap it Up (10 min) - Review the goals, signals, and measures to ensure they align and are achievable. Create a task list for gathering resources and tracking progress.

Materials needed

  • Whiteboard
  • Sticky notes
  • Markers
  • Timer

Facilitator tips

  • Remind participants to focus on outcomes, not just outputs, when brainstorming goals.
  • Encourage bold measures that stretch the team's capabilities.

Common pitfalls

  • Goals that are too granular or too broad.
  • Measures that are not specific or measurable.

Variations

  • Use dot voting to prioritize goals if there are many options or divergent opinions.
  • Run a Trade-off Sliders play to help determine which goals deliver the greatest value.

Running it online or hybrid

Use a digital whiteboard tool like Miro or Mural to facilitate brainstorming and prioritization remotely. Ensure all team members have access and are comfortable using the tool.

What it produces

A documented list of 3 prioritized goals, associated signals (KPIs), and specific, measurable outcomes for a project.

Origin

Adapted from Atlassian — source

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