Often, more than I would like, I find directors and company owners who respond with deep silences or denials to questions such as these: how are the company’s results regarding the annual budget?, what concrete actions are executing to improve results? What is the MB of the business? In other cases, when you ask about planning or execution, I only receive in response phrases like this “we execute the actions according to the problems that arise day by day”. And if I ask why they have poor results, they blame the market, the competition, the sales price… but they don’t know the sales prices of the competition, or the size of the market, or the market share they have… or they consider paying a market research professional for ongoing advice. There is only one answer that explains such a scenario, and it is not the lack of knowledge or involvement of the CEO, or the organization, or both, it is that we are not oriented towards goals and results. We didn’t even think about it. Big mistake, if you do not know where you are going as you intend to get anywhere. According to some statistics, 80% of companies fail before 5 years and 90% do not reach 10 years. The duty is to have the conviction and the ability to move forward, but with head, with method, with the horizon planned by objectives and oriented to obtain results by the continuous successful achievement of planned and quantified goals. The equation passion + wanting challenges by itself is not enough, you have to include other addends such as planning, leadership, knowledge, team, measurement… There is only one way, the right one. Set the objectives of your organization by writing the strategic plan, share it with the team, establish the goals to be achieved, and outline the actions to the maximum to guarantee success. It is not easy but it is necessary.