On the hook

A surprising challenge when you are coaching or advising others (founders included): many can’t clearly say what they want.

We assume a company, through its leaders, can articulate its goal. What change they’re trying to create. Whom they serve. What “good” looks like.

But often they can’t. Not because they’re clueless, but because there’s a deeper psychology at play: avoiding precision is safer.

Setting a concrete goal means closing doors. It means committing. And most importantly, it puts you on the hook. Once you declare what you want, you have to confront the possibility of not getting there.

Vague goals offer an escape hatch. If you never say exactly what success is, you can always retroactively “claim victory”. A fake one, but still comforting.

The uncomfortable truth: clarity creates accountability. Ambiguity protects ego. And many people, and companies, choose ego over progress.