By Lance Trebesch

In a recent podcast, Daniel Ek, the CEO of Spotify, was asked if he feels that he is a visionary or a genius. He demurred, replying, “Absolutely not. For me it’s all about execution.”

I completely agree with this twenty-seven year old millionaire.Execution is everything. It doesn’t matter how many great ideas an individual, team, or company comes up with. Until you implement one, you haven’t made any progress. Execution is what builds lasting success, and splitting your business’s energy among too many outcomes can hinder your ability to execute good ideas and achieve your goals.

Planning: Fragmentation versus Integration

Many organizations go through an elaborate planning processes. While their goals may be strategic, their process is lengthy and involved. If your method is overly time consuming, it takes away from more important work. More problematic, reliance on the idea generation phase of planning frequently results in a fragmented outcome. Whether you measure the results of your planning process in goals, objectives, or KPIs, if you’re trying to achieve too many outcomes, your business starts to suffer from Attention Deficit Disorder.

It’s tough to achieve your desired execution when your attention is split in a million directions.

Your Top Three Goals

One of the keys to execution is focus. You may want to achieve a hundred different things, but most of us find it impossible to focus if we’re intent on more than four all-important goals. In fact, four may be too many. I would suggest erring on the side of success: choose your top three goals and be uncompromising in your pursuit of excellence in these areas. A relentless focus makes a positive outcome all the more likely.

At, we’ve found success by choosing three goals on which to focus:

  • Customer satisfaction
  • Revenue
  • Products (improving existing base or adding new ones)

It may not seem like a lot on paper, but executing these three goals is our focus, and we devote one hundred percent of our efforts into their integration. It’s become our formula for success, and it’s become the hallmark of our company. Every year we add or improve hundreds of products. Every day we work to improve customer satisfaction. And every moment, we seek to increase our revenue. For us, a focus on executing these three goals is the key to prosperity.

What are your 3 goals?

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