Most organisations love setting targets. Revenue targets. Sales targets. AHT targets. You name it, there’s probably a spreadsheet groaning under the weight of it.

If people don’t actually believe in the goal, it’s just another number. Sorry. But its true! Another stick to get beaten with. Another reason for eye-rolling when the next “big ambition” email lands.

Goals people don’t believe in are corporate theatre

We’ve all been there: the leadership team proudly unveils a new target, complete with slick slides and motivational straplines. Then, a few weeks later, the buzz has gone. The target sits on a dashboard, largely ignored. Why? Because nobody ever connected the why.

Dan Pink’s research says humans are driven by autonomy, mastery and purpose — not carrots and sticks . If you want people to care, the target has to mean something. Otherwise it’s just… maths.

Progress is the real motivator

Studies show the single biggest driver of motivation at work isn’t pizza Fridays or fancy job titles. It’s making progress on meaningful work. Hitting a small win that feels like it matters. Moving closer to something worth doing.

Shrink the change, celebrate progress, and suddenly goals don’t feel like corporate nonsense (they feel like momentum).

Belief beats compliance every time

When people believe in a goal, they’ll stretch, problem-solve, and push through setbacks. When they don’t, you get the bare minimum. Compliance. Clock-watching.

Belief comes from clarity and connection:

• Do I know why this target exists?
• Do I see how my work contributes?
• Do I feel progress along the way?

Get those three right and the climate changes. Suddenly targets aren’t just “hit 92% this quarter” — they’re “help 500 more customers get the care they need faster.” That’s the difference between data on a screen and meaning in someone’s day.

Leaders, if you want performance, stop worshipping at the ‘altar of arbitrary numbers’. Set goals that are human, not just financial. Tell the story that makes them matter. Celebrate the small wins that keep belief alive.

Because nobody gets inspired by “+3%.” They get inspired by knowing their work makes a dent in the bigger picture.

So ask yourself … are your goals meaningful, or just more corporate theatre?