The Right Way To Set Goals for Growth: Connecting Goals and Play

The Right Way To Set Goals for Growth: Connecting Goals and Play

Setting goals for growth is essential for any business or organization. It provides a clear direction and helps teams stay focused on achieving their objectives. However, not all goals are created equal. The best approach is to set absolute goals, such as the number of active users and a decrease in churned users. These are the goals that truly matter in terms of growth.

When setting goals, it's important to remember that teams should take credit for what they do, not just for what happens naturally. For example, if a company focuses on growing traffic to a lower converting country like Germany, away from a higher converting country like the U.S., they may hit their traffic goals but not their signup goals. It's crucial to align goals with the desired outcomes.

One metric that plays a significant role in growth is the activation rate, which is calculated by dividing the number of activated users by the total number of users. To move this metric in the right direction, there are two approaches: change the number of activated users or change the total number of users. By understanding the factors that influence activation, teams can make informed decisions to drive growth effectively.

The connection between goals and play might not be immediately obvious, but there are intriguing parallels. Play, as the US playwright Sarah Ruhl explains, promotes the formation of social groupings that last long after the game ends. In both the realm of theatre and the internet, people are transformed into heroes and villains, allowing us to explore new ways of being and interacting with one another. Just as play can be liberating, setting audacious goals can also be transformative for teams.

In the 1840s, a fascination with amateur play emerged in the United States. From elaborately scripted theatrical entertainments to simple charades and pantomimes, these "home amusements" brought people together and fostered social connections. Johan Huizinga, a Dutch historian, argued that culture is transmitted through play. It is through play that we form lasting social bonds, whether it's a card game, amateur sports, or children's make-believe.

Amateur theatricals in the 19th century were praised for their ability to teach individuals about the emotions and passions of humanity. Similarly, the videos on platforms like TikTok offer a glimpse into the transformative power of play. The visual effects and bodily transformations showcased in these videos are often hard to believe, requiring repeated viewings. They tap into our fascination with the grotesque and the uncanny, especially during times of social uncertainty.

While play can be a source of joy and creativity, it can also be a space where boundaries are pushed and consequences are disregarded. This is evident in the behavior of young TikTokers who engage in dangerous or socially threatening play that extends beyond the realm of make-believe and spills into the real world. It raises questions about the potential benefits and risks associated with play that may permanently disfigure the body.

The contemporary grotesque, as seen in TikTok videos, is not just about form but also about feeling. It captures the resistance of adolescents and even working adults to return to in-person activities. Many individuals, fueled by long-withheld dreams, have quit their jobs and shared their exits on TikTok under the hashtag quitmyjob. Through choreography and playful post-production, they have collectively staged what some researchers have called "The Great Resignation." This showcases the transformative power of play in turning mundane circumstances into fantasies.

The COVID-19 pandemic has forced us all to become amateur players, trying to navigate our roles in this new reality. Learning where to draw the magic circle, the boundary between play and the real world, has become a challenge for individuals and organizations alike. By embracing the principles of play and setting audacious goals, we can unlock our creative potential and drive growth in unexpected ways.

Actionable Advice:

1. Set absolute goals: Focus on measurable outcomes like the number of active users and a decrease in churned users. These goals provide a clear direction for growth.

2. Align goals with desired outcomes: Ensure that the goals you set align with the desired outcomes of your business or organization. Avoid chasing metrics that may not contribute to overall growth.

3. Embrace the transformative power of play: Incorporate elements of play and creativity into your goal-setting process. Encourage teams to think outside the box and explore new ways of achieving their objectives.

In conclusion, setting goals for growth is a crucial part of any organization's strategy. By setting absolute goals, aligning them with desired outcomes, and embracing the transformative power of play, teams can drive growth in innovative and unexpected ways. Just as play promotes the formation of social groupings that last beyond the game, audacious goals can foster collaboration and creativity, leading to remarkable achievements. So, dare to set ambitious goals and unleash the magic of play in your pursuit of growth.