“We want to go from good to great,” a prospective client recently told me. “That’s wonderful.” I remarked, “Can you tell me what in particular will be better when you’re a great company?”
“I want to be a better manager,” my new coaching client said. “That’s laudable,” I replied, “but tell me: What specifically will be different when you are a better manager?”
It is very difficult to work on generalities. Identify specific objectives.