The theme for 2020 at Intero is GAME ON! We want you to rally up for this brand-new year, so you don’t just strategize your goals but also execute on—and crush—them, too. I’ve always been a firm believer in written goals.
I’ve always been a firm believer in written goals. It’s critical to identify exactly what you want to achieve. But most people write down their goals and never look at them again. For a lot of REALTORS®, the strategy isn’t the problem; it’s the execution.
GAME ON 2020 is about winning the game. Winning the game is about execution. It’s about figuring out how to play. Companywide, our playbook is “The Four Disciplines of Execution,” a best-selling book by Chris McChesney, Sean Covey and Jim Hulin. The three authors summarize a structure of execution that applies to anyone in the business of achieving goals.
Part of the problem is the inherent chaos of our busy, real estate-related lives. In “4DX” speak, this chaos is called the whirlwind, and it includes all those urgent, unexpected challenges that pull us away from the activities necessary to accomplish your goals. While the whirlwind can’t be avoided, it can be managed. As unforeseen obstacles threaten your day, it becomes more important than ever to institute a system of execution to ensure goal-achievement is still moving forward. To help you get started with that system, here are the RElevant principles of the 4DX method:
Discipline 1: Focus on the Wildly Important. The more you do, the less you’ll get done. Selecting two or three Wildly Important Goals (WIGs) will allow you to focus on them, and focus is a natural principle working to the advantage of goal attainment. As the authors write: “The sun’s scattered rays are too weak to start a fire, but once you focus them with a magnifying glass, they will bring paper to flame in seconds.” The key to understanding Discipline 1 is recognizing we must apply more energy against fewer goals. When it comes to goal setting, the law of diminishing returns applies: Your chances of achieving two to three goals is significantly higher than your chances of achieving four to 10 goals or 11-20. The more goals you set, the less likely you are to achieve them.
Discipline 2: Act on the Lead Measures. This discipline is about leveraged actions and those actions are broken down into two categories: lead measures and lag measures. Lag measures are the measurement of a result you are trying to achieve. In the 4DX system, the equation of a lag measure is “from X to Y by when” and the result is your WIG. Lead measures are predictive and influenceable. You create lead measures, which generates momentum toward the accomplishment of your WIGs. In real estate terms, let’s say your WIG is to increase listing clients from 1 (X) to 2 (Y) per month by April 1, 2020. The “X to Y” of this WIG is the lag measure. Lead measures are actions you can predict and influence, which in this case might include making 10 additional prospecting calls per week, sending out a market update each month or practicing your listing scripts.
Discipline 3: Keep a Compelling Scoreboard. At all times, everyone must know the score of the game. Lead and lag measures should be clearly displayed on a visual scoreboard that details where everyone is at present vs. where they should be. It’s the difference between those two metrics that will compel action. Imagine watching a football game and the scoreboard is suddenly taken away. Would the players exhibit as much discipline or drive if they didn’t know the score?
Discipline 4: Create an accountability group with a “cadence of accountability.” In Discipline 4, team members are held accountable for taking actions that will move their respective lead measures. The authors recommend a weekly “WIG Session,” which should last no more than 20 to 30 minutes and is ideally held on the same day and time each week to create a cadence of accountability. WIG Sessions are not to be missed and the whirlwind cannot interfere. This means no emails, no phone calls, just a three-part agenda: First, team members report on the status of their commitments from the prior week. Second, team members review the scoreboard, commenting critically on successes and failures. Third, team members make new commitments for the upcoming week. In this simple formula of execution, all things are possible.
As 2020 unfolds, my hope is that you’ll take time to read through the book, absorb its ideas and apply them. In real estate, achieving goals isn’t just about growing our businesses, it’s about enriching our lives. A lot of us entered this industry to go beyond the regular 8-5 job, which offered few opportunities for growth and even fewer incentives for professional improvement. As Realtors, our milestones are celebrated, and our goals are limitless. When we achieve more, we bring new meaning to our lives and the lives of those we serve. In pursuit of that better life for all of us this year, I say GAME ON!