Why None of Your Company Goals Come to Fruition — GAN

In the early 2000s, I worked for a company that-like many others do all the time-made a big goal that we planned to hit.

It was awesome and important and we were going to achieve it by 2010. It wasn’t an aspirational goal, either; it was an essential milestone for the company and we were all marching toward it.

Yet, as we barreled closer and closer to 2010, it became evident that we weren’t actually going to hit the goal. Not even close. Not by a long shot.

Flash Forward

When I sat down at the end of the last quarter with Dani, GAN’s COO, to prepare for our next fiscal year in the coming quarter, we realized something really similar about the goals we’ve created in the past. About 50% of the time, we hit our goals, and we do it with gusto. No issue, half of the time.

But for the other half? They were a real struggle.

This is obviously an issue. Not hitting half of the goals you set out as your most important company milestones is-well, to put it plainly- not good.

But why does this happen? Why do companies consistently not hit major benchmarks, even when they believe they’re essential to moving forward?