Are You Measuring the Right Goals for Success?

I hope you’ve been having a great week. As I’ve been working with my coaching clients, I’ve noticed a trend that keeps coming up, and today, I wanted to talk to you about it.

“We are what we repeatedly do. Excellence, then, is not an act, but a habit.” – Aristotle

Read that again. I love this principle in my personal life, but it also applies to business. Excellence isn’t about a single great performance; it’s about consistently showing up and refining our processes every day.

When it comes to setting goals in business, we often focus on production goals—the numbers, the revenue, the bottom line. And rightly so! Money is the oxygen of any business, and without it, we can’t survive. However, there’s another type of goal that often gets overlooked: performance goals.

Think about sports. A team’s ultimate goal is to win the game. But to get there, coaches don’t just track the final score—they analyze each player’s performance. How many yards are gained? How many completed passes? Every detail matters because the individual performances drive the team’s success.

The same applies to your business. If you didn’t hit your revenue goal this month, you might feel frustrated. But the truth is, you don’t have direct control over that outcome. What you do control is how well your team is performing in their roles. Are they executing at the highest level in the areas that lead to success?

For example:

• Is your front desk team filling out the entire intake form for every new patient?
• Are your clinicians completing their notes on time—by the end of the appointment or, at the very least, by the end of the day?
• Does everyone on the team, not just the clinicians, know how to take a mouth scan?
• Is every team member trained in essential tasks, so they’re never caught saying, “I don’t know how to do that” when a crucial moment arises?

I once worked with a practice where an admin team member answered a call from a patient who wanted to pay off their bill. But because the financial coordinator wasn’t in, they didn’t know how to process the payment. The patient—whom they had been chasing for weeks—was finally ready to pay, yet the team wasn’t prepared. That’s a performance issue, not a production issue.

Another example: I worked with a team that went three months without a single full week where every team member showed up to work. That’s a performance issue.

Success isn’t just about revenue goals—it’s about process and performance goals. When you focus on refining the small, daily actions, the wins will follow.

So, here’s my challenge to you: When was the last time you assessed your team’s performance goals? Are you tracking and improving the processes that drive success?

Because when you master the process, the results take care of themselves.

Proactive, Productive and Profitable,

Dino