The MIND Goals Framework

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We’ve taken the learnings from these two models and adapted them to our own. Many studies have proven there’s not enough in the SMART GOAL framework to get your personal buying, and whilst we love Mr Murphy’s method, we also find this a little over-complicated to remember and implement. So we’ve adapted the best of both and created our own; MIND GOALS.

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Set Goals, with the mind in mind.

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Motivate is all about ensuring the goals you set to acheive your missions, are linked to motivators that drive you to achieve the goal in first place. What we like to call, the purpose that sits behind your mission and goals.

We know that for one to achieve and actualise the missions they set out to achieve, they need to be broken down into goals that motivate and reward you in two key ways;

  1. Internal (emotional) rewards 
  2. Physical (tangible, showable, touchable) rewards

Internal Motivation = Internal Rewards:

Internal motivation – is about linking your missions to the things you love to do and creating goals around this. 

You’re much more motivated to achieve something if you’re doing something you really love doing. If the mission or goal involves something you’d normally do in your free time when nobody’s pressuring you or rewarding you some other way, then you have genuine intrinsic motivation, which is great. Giving a true 100 percent effort is easier if you’re passionate about what you’re doing.

Internal motivations draw on Simon Sinek’s WHY concept; what is it that drives the things we do. What are the supporting values, beliefs that will drive us towards achieving what we set out to do and how will we be rewarded when we reach it?

If you have a deep personal connection to your goal, you’re going to be far more motivated to work towards achieving it.

For example, if you take on a goal which delivers very specific benefits to the poor who are unable to help themselves, you may get a mental boost which will override any negative thoughts you might otherwise have had. If your personal purpose statement was to optimise others, this would directly reward you emotionally by enabling you to actualise your personal purpose.

If you become emotionally connected to the beneficiaries of your goal, accomplishment becomes more accessible, and motivation will be in abundance.

A simple way of clarifying if your goal is internally motivated is to ask:

Does this goal actualise my purpose?

    External Motivations = Internal Rewards

    External motivation is all about finding something that will make you feel more motivated about your missions and their supportive goals. External motivators are usually progressive or milestone based. Financial incentives, for example, really do work when set properly and when the rewards fit the activity and offer a commensurate return for the effort involved. Sometimes, even the reward of having a little fun once the challenge passes and everyone has survived can be exceptionally motivational. The key to making an extrinsic reward work is to ensure the rewards are appropriate.

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    Imagine is where you visualise the mission as if it were achieved. Seeing as our brain is so reliant on visuals, think about your mission as if it’s already actualised and refining the details of the ideal picture. Will help you work out precisely what you need to do to achieve it. I.e. what goals you need to set to go about actualising your mission.

    There are two (2) key steps to the imagining component:

    1/Create a vision in your mind of what it would feel like to achieve your goal. For it to work your vision has to be crystal clear, so realistic it will feel like you’ve already achieved your goal.

    Then animate your vision. Make it into a movie, bring the vision to life, play the scene out in your mind. Zoom in and refine the detail of what your mission looks like once you’ve achieved it.  If your goal is to finish a marathon, create a mental picture of sweat pouring down your back as you cross the finish line and hug your family.

    2/ The second component of Imagine, relies on your ability to link your visual image of the achieved mission with the feelings and emotions you would imagine you would experience when you successful reach your mission.  Becoming familiar with the feeling you will improve your emotional buy-in to help drive your motivations.

    By imaging your mission completed (i.e. Starting a Business) to be, and describe exactly what you’re doing once it’s achieved and what it feels like to achieve it, will increase your ability to believe it is possible. This will also help determine how it might actualise (i.e. what steps / strategy it could take to actualise).

    Once you have imagined it, document it in detail. Write it down, brain dump and map it out.

    Committing everything in writing allows you to store that mental image for future use and, at the same time, encodes what you’re writing into your mind. As you go through your mental image and place objects on paper, scale them and define the spatial relationship between things, by doing this, you are doing some intensive cognitive processing at the same time. In practical terms, you’re reinforcing the mental image you’ve created by writing it down.

    Admittedly, imagining your completed mission can be difficult. But by stretching the mind, it can be done. Some of the best examples of people who succeeded in this area would include:

    Steve Jobs – who launched Apple’s iPod as being like having “1,000 songs in your pocket.” Similarly, when Apple launched its MacBook Air, Jobs stated it was “The world’s thinnest notebook.”

    Google founders Sergey Brin and Larry Page walked into venture capital firm Sequoia Capital to get funding for their start-up. They stated the goal of Google was “to provide access to the world’s information in one click.”

    Starbucks founder Howard Schultz – who described the goal of Starbucks as being “Starbucks creates a third place between work and home.”

    Wording your goal, in this case start by wording your mission as if it has been achieved can be a clever way of painting a clear picture within your brain of what it looks like.

    Taking the examples of developing a business, getting clear on the vision is a critical step in breaking down the goals. You might ask what is the vision of the business and then elicit a clear visualisation of what it ideally will look like, by asking;

    • What made you start your business? What did you plan to create? When you sit by yourself in a quiet room and think about your business, what do you see?
    • What type of business do you ultimately want to create?
    • What is the ideal business transaction for your business?
    • Who are you selling to?
    • Who works for you?
    • How many staff?
    • Is your business service-oriented or volume-oriented?
    • What makes customers come to you instead of your competitors?
    • What do customers and others think when your company is mentioned?

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    “I’ll start tomorrow.” Three words that are the death knell for all goals. Because how many times have you said ‘tomorrow’ when what you meant was ‘never’? 

    New years eve resolutions are the ultimate example of this; so many of us set them only to start tomorrow and never actually implement them or if we do, they quickly fizzle out.

    We know that, as these words tumble from your mouth, you believe them: “I’ll start a diet tomorrow.” You feel strong, relieved, and 100 percent committed to your goal. It seems as if nothing can come between you and the promise of tomorrow. A tomorrow that really will be the first day of the rest of your life.

    But then tomorrow comes. And once again, we face the same decision: start right now or postpone starting for one more day. Come on, it’s just one day, right? Seriously, how bad is it really going to be to postpone for one more day? The answer, of course, is waiting for one day probably isn’t the worst thing ever except that one day is never one day. One day becomes two, two days become three, and three days become years.” – Mark Murphy

    Procrastination is the killer when it comes to achieving your goals and realising your missions and bigger picture visions. Now goals overcome this by using cutting-edge techniques from behavioural economics. You have to convince yourself achieving your goals is a necessity, not an option. If you make the future reward/payoff of the achievement of your mission is so much more satisfying than what you’re experiencing today, then you automatically make your mission and its’ goals look a lot more attractive.

    Now is about determine two types of actions to support your mission and it’s goals:

    1. Short term actions; things you will achieve in the next 3-6 months to move you closer to actualising your mission and it’s goals. Once the time frame is up, you fresh and revise them.

    2. Reoccurring actions I will take monthly, daily or weekly to realise the mission.

    To empower you on this one, here’s a few questions to support you in eliciting your response here:


    • What do you need to have accomplished by the end of the next six months to keep on track toward achieving this goal?
    • What about by the end of the next 90 days?
    • The next 30 days?
    • What’s one thing you can accomplish today?
    • What is the baby step required on a daily or weekly basis that will help you achieve your goal?

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    When it comes to delivering a goal and completing the required actions, it’s important you don’t give yourself any excuses not to complete your tasks.

    Excuses often come in terms of resources (things you need to complete it – skills, assets, plant and equipment, people) and timing.

    Most tasks will have a sweet spot that empowers you to take action.  By strategising out the required resources and timing to align with your life and current responsibilities with the new actions you set out to achieve you can overcome potential barriers.

    The  key questions we like to ask here are:

    1. What resources can I access to support my actions?
    2. Who can support me in these actions?
    3. What equipment will I need?
    4. What skills will I need?
    5. What timing will best align with my existing priorities?
    6. What timing will best align with my energy levels?

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    Set Goals Now

    Unlike achievable and realistic goals that leave you stuck in the status quo, MIND Goals light up the brain and encourage excellent performance. A truly effective goal should push and challenge you to achieve great things. 

    To help you achieve your goals, we know we must break down the missions with two types of goals;

    One-off goals (sometimes known as objectives) and repetitive goals that are implemented daily or weekly (sometimes known as repetitive tasks).

    Within the next three sessions, we will explore ways to support you to achieve them, including how you think, work and lead your life.

    Use the mind template we’ve provided you in miro this week to break down one of your missions into actionable goals and supportive tasks.

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