What makes the difference between organizations that consistently execute their strategies and those that constantly struggle? According to Philipp Schett, it often comes down to how they set and manage their goals.

When Philipp Schett moved from Germany to Silicon Valley as an innovation scout for T-Mobile, he expected to find radically different ideas. Instead, he discovered something more powerful: the ideas were similar, but the execution was transformative. The key difference? How organizations set and manage their goals.

In today’s conversation, Philipp shares insights from implementing OKRs (Objectives and Key Results) at hundreds of organizations worldwide through his company Wave9. We explore why traditional top-down goal cascading often fails to create real engagement, and how involving employees in the goal-setting process can fundamentally change organizational dynamics.

Philipp breaks down the critical distinction between setting targets and changing behaviors. A revenue goal of $10 million tells you where to aim but nothing about how to get there. We get real about the challenges of goal-setting transformation, and why quarterly cycles are better than annual ones.

We also talk about a surprisingly common pitfall: organizations treating strategic transformation as a side project for junior staff, when it actually requires dedicated leadership attention. Philipp offers concrete advice for anyone looking to improve their organization's goal-setting, whether they're in the C-suite or just starting their career.

Resources & Links Mentioned

Educational Resources

• Measure What Matters by John Doerr - Foundation text on OKRs with inspiring case studies
• Wave9 OKR Crash Course - Free comprehensive guide with 100+ pages of implementation strategies
• Wave9.com - Resources and frameworks for OKR implementation

• Philipp Schett on LinkedIn - Regular insights on modern goal-setting and organizational effectiveness
• WorkBoard - OKR platform company that pioneered software-supported goal management
• Deidre Paknad - WorkBoard founder and thought leader in strategic execution