There is no athletic game on earth that doesn’t have clear goals that signify a win (well, except maybe Cricket)—and yet so many organizations move forward in digital strategies without clearly defining the main goals. This undoubtedly leads to major fumbling, and even if there is a win, you have no documented way to get there.
I understand why goal-setting is often overlooked. The last decade has seen a mass rush for every organization to have a digital plan. A desire to be part of the digital space can (wrongly) trump the process of careful strategizing. Not to mention that social media has so many prongs that figuring out where to dig in can be all-encompassing. The unromantic process of goal-setting is easily overshadowed…
