A people-centric approach to business goals

Boxers & Briefs Podcast #3: Setting realistic business goals with Bill Bain.

Bill Bain, a Canadian-born business coach with over 30 years of experience in New Zealand, brings a fresh perspective to setting and achieving business goals. As an accredited high-performance team coach, Bill emphasises that while financial targets are important, the key to sustainable business success lies in focusing on people and customer-centric goals.

Traditional business goals often revolve around budgets, market share, and financial metrics. However, Bill argues that organisations frequently overlook crucial elements that drive these results: employee engagement and customer satisfaction. “Everything gets done by your people—your number one asset—but it’s probably one of the least things that people invest in,” he explains.

According to Bill, extraordinary business outcomes stem from engaged employees and satisfied customers. He emphasises that profit and market share should be viewed as results rather than primary goals. This perspective shift is crucial because while market share can be bought through price wars, sustainable success requires engaged teams and loyal customers.

Measuring Success Beyond Numbers

Bill advocates for a comprehensive measurement system that goes beyond traditional KPIs. For example, when setting customer service goals, he suggests:

• Defining what “ordinary” performance looks like (e.g., seven-day response time)
• Setting “extraordinary” targets (e.g., four-day response time)
• Regularly measuring and celebrating progress
• Creating visibility around team performance

Modern employees seek more than just a paycheck. They want:

• Hybrid work opportunities
• Purpose-driven work
• Strong team relationships
• Work-life balance
• The ability to make a meaningful impact

Organisations that fail to recognise these changing demands risk losing talent and momentum.

Great leaders are crucial for achieving business goals. Bill emphasises that leadership skills can be developed and should focus on:

• Creating psychological safety for open communication
• Regular engagement with team members
• Recognition of achievements
• Alignment of individual contributions with organisational purpose
• Supporting personal development

When establishing business goals, Bill recommends starting with:

1. Purpose: Why the company exists
2. Vision: Where you want to be in 3-10 years
3. Realistic targets: Goals that challenge but don’t demoralise
4. Clear metrics: Ways to measure progress
5. Regular check-ins: Six-month intervals for major initiatives

Course Correction

Goals can go off track for various reasons, including:

• Unrealistic expectations
• External market changes
• Internal misalignment
• Resource constraints

The key is having systems in place to detect issues early and the flexibility to adjust strategies while maintaining core objectives.

Bill strongly recommends working with coaches and facilitators who can:

• Challenge thinking
• Help develop strategy
• Measure actions
• Drive accountability
• Support leadership development

“Do not underestimate the power of your people,” Bill concludes. “Make them successful.” While financial sustainability is crucial, the path to achieving it runs through engaged employees and satisfied customers. Success comes when teams work together, share common goals, and support each other’s growth within a clear strategic framework.