Bob Pittman of 6 flags entertainment found that the janitors were surly with customers. He went undercover and found managers were ordering that the parks were kept immaculate. The janitors therefore saw customers as a problem, as they were stopping them from achieving their objective.
Pittman changed the objective to keeping the customers happy and since a dirty park would make their time less enjoyable, they cleaned it up but in a friendly manners.
Now that is using goals in a great way and shows how even mundane tasks can be linked to a grander purpose.
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I had a manager once who told me to ask 'why' five times before settling on a goal. Asking 'why' 5 times gets to the essence of the goal and makes it powerful.
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