Alice met the cat at an intersection.
Alice: Would you tell me, please, which way I ought to go from here?
The Cheshire Cat: That depends a good deal on where you want to get to.
Alice: I don’t much care where.
The Cheshire Cat: Then it doesn’t much matter which way you go.
Alice: …So long as I get somewhere.
The Cheshire Cat: Oh, you’re sure to do that, if only you walk long enough.
“Alice in Wonderland,” by L. Carroll

Today I’d like to introduce a topic of fundamental importance: that of GOALS (If you’re wondering what this has to do with sales and communication techniques, bear with me for a moment).

Alice in Wonderland and the Importance of Direction

Each of us, at any given moment, is in a state we define as the “present state” and faces a series of needs, some greater and some lesser, some more important and some less so.
We will analyze Maslow’s hierarchy of needs in greater detail when we discuss sales techniques; for now, let’s just say that they can be categorized as physiological needs (such as food and personal safety), psychological needs (belonging to a group, recognition of one’s abilities), or self-actualization needs (needs that an individual pursues after satisfying their basic survival needs).

Deciding how we believe a particular need can be satisfied means choosing a goal, which we will define as the “desired state.”
Deciding how we can achieve our goal within the set timeframe while making the best use of available resources is what we call PLANNING and STRATEGY.

Current state + Resources = Desired state.

This applies both to micro-goals (I’m thirsty = current state; I’d like to drink a beer = desired state; getting up and grabbing one from the fridge = using resources) and to actions of the utmost importance and complexity.
The clearer it is to everyone that planning and strategy are essential whenever one attempts to achieve a goal (no one would start building without first drawing up a detailed plan and calculating with the utmost precision the necessary materials, personnel, the time required, and the money needed), the less obvious the need for a method to choose and define one’s own goals with the utmost precision; yet its importance is paramount. Let’s see why.

The TOTE Model: A Cybernetic Map for Success

All our actions, by definition, are aimed at a goal, whether conscious or unconscious, and will certainly produce a RESULT (even nothing is a result).
If the result matches the “desired state,” it means the objective has been achieved; otherwise, we need to change our strategy, following the TOTE (Test Operation – Test Exit) cybernetic model.

Current State -> Test Operation -> No <- Test Exit —– Yes ——–> Desired State

Essentially, this is a model that can be used in any situation, raising two questions simultaneously:

1. What do I want to achieve (TE)?
2. Will this action (TO) lead me to the “Desired State”?

The most important thing in this model is to define the terminal condition (TE) and the initial reaction (TO) with the utmost precision.

Meta-Goals: Aligning Short-Term Actions with Long-Term Vision

No goal is independent; rather, it serves as a stepping stone for another goal (e.g., I want to learn English so I can look for a job, so I can earn money, so I can buy an apartment, so I can get married, so I can have many children, so I can…).

Failing to understand the goal of a particular action or, worse, failing to understand the goal of an object (in other words, the META-GOAL) is the best way to waste your energy and get nowhere.
This means that first we must define our long-term goals so that we can verify whether our short-term goals are aligned with them; second, we must ensure that each of our goals meets the criteria for specificity that we will now discuss. Otherwise, we will have dreams, desires, and whims, not goals; and this is certainly the reason why many people, even though they work hard, seem to get nowhere.

Our brain, like a computer, is a formidable ally if it is programmed correctly; with incorrect or confusing programming, it will obviously give incorrect or confusing answers.

The SMART Criteria: Programming Your Brain for Excellence

So let’s see what characteristics a goal must have in order to be pursued with maximum effectiveness.

So, a goal must first and foremost be SPECIFIC and defined as clearly as possible. The question is: What will I see, hear, or discover once I’ve achieved it?
Next, it must be MEASURABLE so that its achievement can be clearly demonstrated. Here, the question is: How will I know when I’ve achieved it?
Obviously, it must be ACHIEVABLE and REALISTIC, and this is where common sense comes into play: the question is—has anyone done this before? How? Do I have this possibility as well?
And above all, I must take TIME into account: when do I want this goal to be achieved?
Only at this point can I decide what steps to take, breaking down the necessary actions until they become manageable and steering my daily activities in the right direction.

Probably, most of you will think that you are part of the 2% of the population (believe it or not, that’s actually true) who consciously pursue clear goals.
And so, please, stop right now and write down your main goals, the necessary steps, how you think and act, and exactly when. After a few initial hiccups, you might discover that these are the most concrete actions you’ve taken in a long time!

Finally, I would like to reiterate the characteristics of a well-formulated objective:

• Specific
• Measurable
• Achievable
• Realistic
• Time-bound (clearly defined in time).

How many of my most attentive readers noted the initials of the words above and, with a smile, figured out the meaning of the resulting word?

Good luck with your work and… see you soon!