Ask a leader / manager if they are playing to win or lose and you will get a look on their face of "Excuse me? Are you seriously asking me this question?"
Ask yourself, "Is everyone on my team and in my company aligned with the #1 Priority this quarter?"
Do not mislead yourself. This is between you and the voice in your head.
Besides... I already know the truth because I survey executive teams to help them overcome the Five Dysfunctions of a Team. And the truth is...
It is RARE that an executive team is aligned around the number of priority.
Time for some Radical Candor. Brace for impact. Clarity of purpose is non-negotiable. As a leader, it is your responsibility to ensure that every single individual in your organization is laser-focused on what truly matters—the #1 priority for this quarter. This is not just a best practice; it is a critical determinant of whether your team and company will achieve greatness or be consigned to the ranks of the mediocre.
The second Rockefeller Habit demands that everyone in your organization is aligned with the single most important goal that will propel your company forward. The stakes could not be higher.
The Power of Singular Focus
Imagine a ship trying to sail in multiple directions at once. It would make no progress, only drift aimlessly, at the mercy of the winds and currents. This is precisely what happens to teams and companies that fail to align their teams around a single, critical objective each quarter. Without clear focus, efforts are scattered, resources are wasted, and the company’s potential is squandered.
The Critical Number is your company’s North Star for the quarter. It is the one metric that, if achieved, will have the most significant impact on your business. This could be revenue growth, Customer acquisition, product launch, or any other key goal that will drive your business forward. The choice of this Critical Number is a deliberate, strategic decision that should not be taken lightly. Once identified, it becomes the rallying point for your entire organization.
According to a study by Bain & Company, companies that set clear, specific priorities are 60% more likely to be high performers. The evidence is irrefutable: aligning your organization around a single priority each quarter is not just beneficial; it is essential.
The Consequences of Misalignment
Failing to align your team with the #1 priority is not just a missed opportunity and trajectory killer—it is a recipe for failure. Misalignment breeds confusion, dilutes focus, and ultimately leads to underperformance. When employee team members are unclear about what is most important right now, they either try to do too many things at once or, worse, focus on the wrong things altogether. What's more... Those who are unclear about the priorities cannot be held properly accountable to a performance standard.
This misalignment can have a cascading effect throughout the organization. Teams work at cross-purposes, deadlines are missed, and resources are misallocated. The result is predictable: your company falls short of its goals, and the competition gains ground. In a world where business moves at the speed of AI, you simply cannot afford to have your team pulling in different directions. And unclear or no priorities are key to building a mediocracy.
A Harvard Business Review study found that 95% of employees are unaware of their company’s top priorities (strategy). This staggering statistic underscores the urgent need for clarity and communication. As a leader, it is your job to ensure that everyone knows exactly what the company’s top priority is and how their work contributes to achieving it.
Creating Alignment: A Strategic Imperative
Alignment does not happen by accident. Alignment requires intentional, disciplined effort. The process begins with clearly identifying the Critical Number for the quarter—a metric that is both challenging and achievable. This number should be chosen with input from your executive team and should be based on a thorough analysis of your company’s current situation and strategic goals.
Once the Critical Number is established, the next step is to communicate it effectively. This is where many leaders fall short. It is not enough to simply announce the goal in a company meeting or send it out in an email. You must ensure that the Critical Number is embedded in the daily consciousness of every employee team member.
This can be achieved through a combination of communication strategies: weekly team meetings, daily huddles, visible scoreboards, and regular updates on progress. The Critical Number should be impossible to ignore. It should be the first thing people think about when they start their day and the last thing they consider before leaving the office.
In addition to the Critical Number, you must identify 3-5 supporting priorities—often referred to as "Rocks"—that will drive progress toward the main goal. These Rocks should be specific, measurable, and directly tied to the Critical Number. Each team and department should have its own set of Rocks that align with the company-wide objectives.
The Quarterly Theme: Bringing the Critical Number to Life
To galvanize your team around the Critical Number, consider implementing a Quarterly Theme. This theme is a creative, engaging way to bring the company’s top priority to life. It could be a metaphor, a slogan, or a visual representation that captures the essence of what the company is striving to achieve.
For example, if the Critical Number is to increase customer retention, the theme could be something like "Customers for Life," accompanied by imagery and messaging that reinforces the importance of long-term customer relationships. The theme should be promoted throughout the organization, in meetings, on internal communications platforms, and in physical spaces like break rooms and hallways.
A Quarterly Theme is more than just a morale booster; it is a strategic tool that keeps the Critical Number top of mind and fosters a sense of shared purpose. It helps transform an abstract goal into something tangible and relatable for every employee.
Tracking and Celebrating Progress
Achieving alignment is not a one-time effort; it requires continuous reinforcement. This means regularly tracking progress toward the Critical Number and the supporting Rocks. Weekly scorecards, dashboards, and progress reports should be standard practice, providing visibility into how the company is performing relative to its goals.
But tracking progress is not enough. You must also celebrate it. Recognize and reward teams and individuals who are making significant contributions to the company’s success. This could take the form of bonuses, public recognition, or special events that celebrate milestones.
Celebrating progress serves two purposes: it reinforces the importance of the Critical Number and it motivates your team to keep pushing forward. According to research by Bersin & Associates, companies that frequently recognize their employees have a 31% lower voluntary turnover rate than those that do not. Recognition is not just about making people feel good; it is about driving performance and retaining top talent.
The Risk of Complacency
There is a danger in thinking that once alignment is achieved, the job is done. Complacency is the enemy of progress. Even when things are going well, you must remain vigilant. The business environment is constantly changing, and what worked last quarter may not work this quarter. As a leader, you must be constantly assessing and adjusting to ensure that the Critical Number remains relevant and that your team stays focused.
The choice is stark: remain aligned with a relentless focus on the most important goal, or allow your company to drift into mediocrity. There is no room for half-measures. Decisive action is required, and it is required now.
Take Bold, Decisive Action: Align Your Team Today
You have a choice to make, and it is a choice that will determine the trajectory and future of your company and ultimately your legacy. Will you take the steps necessary to align your team with the #1 priority for this quarter, or will you allow them to operate in a fog of uncertainty and confusion?
The consequences of inaction are severe. If your team is not aligned, you are not just missing out on opportunities—you are actively sabotaging your company’s potential. The path to success is clear: identify your Critical Number, communicate it relentlessly, track progress, and celebrate achievements. Do this, and you will set your company on a path to greatness.
Do not wait. The time to act is now. The future of your company depends on the decisions you make today. Choose the path of certainty, the path of alignment, the path of success.
Chris Young is a Trusted Advisor To Founders / CEOs | Certified Scaling Up Coach | Builder of People, Leaders, Teams & Economic Moats | Strategist and proud founder of The Rainmaker Group.
