In the marketing industry, setting objectives can be a double-edged sword. On the one hand, constantly raising the bar can incentivize your team to sustain your growth rate over long periods. On the other hand, it can incentivize your team to prioritize your company’s needs over your customers’ needs.
Contrary to popular belief, solely focusing on the results doesn’t actually produce results. Focusing on serving your customers is what produces results. Tim Cook, Apple’s CEO, is famous for sparking this customer-centric movement.