90-day goal: breaking it down to tomorrow morning's action

A 90-day goal has one use: telling you which direction to push. But it has one flaw: it never says what to do tomorrow morning. Two levels are missing in between.

Level 1: the goal as a number

A useful goal is measurable. "Grow my business" isn't. "Go from €1,200 to €3,000 in monthly revenue" is.

Write it with the starting point, the target and the date.

Level 2: the main lever

To get from one number to the other, there are only a few levers: more customers, a higher price, fewer customers leaving. Pick a single one for the 90 days, the one that is most stuck today.

Example: with happy customers but a low price, the lever is price, not volume.

Level 3: the weekly number

Translate the lever into a weekly activity number you control. Not the outcome (you don't control it), but the effort that leads to it.

• "More customers" lever: 20 prospects contacted per week
• "Price" lever: 3 upper-tier offers made per week
• "Retention" lever: 5 customer check-in calls per week

Level 4: today's action

Divide the weekly number by your working days and you get today's action. Twenty prospects a week is four a day: thirty minutes.

In the evening, log the result. On Friday, check whether the weekly number was hit and whether the outcome is moving.

Adjust, don't restart

If after three weeks the outcome isn't moving despite consistent effort, don't change the goal: change the angle on the same lever (another channel, another message, another target). The goal stays; the route adjusts.