ERG Goal Setting: Focus on Inputs, Not Just Outcomes
...is probably not what you think
Our streak was almost lost. I'm not gonna lie — travel can make you completely lose track of what day it is. But in an act of absolute desperation, I woke up this morning and it hit me: "Oh my goodness, I didn't send out a newsletter!" So here you are, getting a Saturday morning tip.
Today's tip pulls from my "thinking out loud" archive — a bank of voice notes I create and never publish. I probably have about 50 of those just sitting there at any given time. Today's topic dives back into data and goal setting, which feels timely because, let's be real, it's goal-setting season for a lot of us right now.
Why most ERG goals miss
Here's the thing: for most of us, the reason we're not hitting our goals is because we haven't focused on our inputs. If we try to make the outcome the goal without understanding the steps that lead us there, we're setting ourselves up for failure.
Even in my own business, I've learned this lesson the hard way. Growth (the outcome) is a direct result of the inputs — what I do, how consistently I do it, and the quality I bring to it (another reason today's newsletter was a must). But here's the kicker: consistency comes first.
Consistency > quality (at least to start)
When we focus too much on quality right out the gate, it leads to overthinking. We might pour all our energy into creating one thing of extreme quality, but if it only gets OK results, we feel frustrated. When we aren't consistent, we're constantly restarting the wheel, and every sporadic attempt leaves us stuck at the same level of engagement. Consistency is what gives us the permission to make mistakes — and learn from them.
Define the inputs and lock in consistency
So as you head into planning season, keep this in mind: the results you're looking for are in the inputs you haven't defined yet. Two things to do:
- Clarify the inputs for each role. What exactly are the day-to-day or month-to-month actions expected from your team members?
- Quantify the input goals. For example, for Communications Leads, the input goal I recommend is posting 12 times per month.
A bit of an off-script tangent: I talk to a lot of program managers who approach this backwards. They'll basically say "I define the outcome goal and the leads can figure out the how, or the input goal." That's a lazy approach. A sports team coach doesn't just tell the team to "win the game" and leave it to them on the how. Each player has a role in each play. In my experience, ERG leaders often want more guidance anyway.
Push for quality once quantity is nailed
Once you have consistency locked in, then you optimize. Ask:
- What types of (insert input) are performing best?
- Where are the gaps or opportunities to improve?
- How can we tweak the delivery to better resonate with our members?
Bonus tip: if you're an ERG lead reading this, take a moment to go back and inventory your efforts. What have you done so far? Where have you hit your stride? Where do you need to adjust? Use Q4 to reset, refocus, and refine your inputs.