When Making A Change – Think “Goals”, not “Tools”

Photo by Engin Akyurt

“I need a new website”

That’s one of the most common things that gets me on the phone with new clients (let’s be honest, it’s zoom these days). But most of the time, a new website is only one part of the process—a single tool in the toolbox.

The goals vary from client to client, because they’re vastly different. One author has a book and speaks to large audiences, another author may be an academic and wrote a book to disseminate their ideas into the world. These two authors have different goals. In 10 years, if they follow those goals, their careers will have overlap, but they will be in two different places.

So, let’s talk about goals.

1. Start with the End in Mind

Shout-out to Stephen Covey for this timeless mantra.

Every author has a different vision of success. For some, it’s about gaining a following that leads to speaking engagements and media appearances. For others, it’s about establishing credibility in their academic or professional field. Before jumping into tools like websites, social media, or newsletters, it’s crucial to identify what success looks like for you.

Example: Let’s say you’re an author who wants to be recognized as a thought leader in education reform. Your goal might be to influence policy, get invited to speak at major conferences, and eventually publish more books. The tools you use should all support these goals, whether it’s creating content that showcases your expertise or building relationships with key influencers in your field.

2. Match the Tools to the Goals

Once you’ve clearly defined your goals, you can start identifying the tools that will help you achieve them. This is where many people make mistakes—they focus on the tools first, without understanding how those tools serve their larger objectives.

Example: A new website is a great tool, but it’s only effective if it’s designed to meet your specific needs. For an author looking to boost book sales, your website might focus heavily on e-commerce and include features like an email sign-up form to capture leads. If your goal is to build a community, your website might prioritize forums, discussion boards, or a blog where you can regularly engage with your audience.

3. Adjust and Iterate

As you start implementing tools to reach your goals, it’s important to monitor progress and be willing to adjust your strategy. The digital landscape is constantly evolving, and what works today might not be as effective tomorrow.

Example: You might find that social media drives more traffic to your website than speaking engagements, or that guest blogging on major platforms gets you more visibility than your own blog. By tracking your progress and staying flexible, you can refine your approach to better align with your goals.

The Takeaway: Focus on the Big Picture

In the end, tools like websites, social media, and newsletters are just that—tools. They’re important, but they’re only effective when used in the service of clearly defined goals. By focusing on what you want to achieve, rather than getting bogged down in the details of specific tools, you’ll be better positioned to reach your long-term objectives.

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