Are You Pursuing the Right Goal?

Using the John Whitmore Model to Clarify and Strengthen Your Intentions

We all set goals—some big, some small. But how often do we pause and ask:

Am I chasing the right goal?

In The Decision Book: Fifty Models for Strategic Thinking by Mikael Krogerus and Roman Tschäppeler, the authors introduce a practical interpretation of the John Whitmore Model, widely used in coaching and performance development. This model helps you evaluate your goal against 14 meaningful criteria.

Final Goals vs. Performance Goals

Before assessing your goal, make this crucial distinction:

• Final Goal: The larger outcome you want (e.g., “I want to run a marathon.”)

• Performance Goal: The actionable steps that help you get there (e.g., “I’ll jog 30 minutes every morning.”)

Whitmore emphasizes that final goals inspire, but performance goals deliver.

The 14 Requirements for The Right Goal

Krogerus and Tschäppeler present these 14 goal-check criteria by integrating Whitmore’s coaching principles into a memorable matrix. Your goal should ideally meet all the following:

S.M.A.R.T. – Classic structure:

• Specific – Clear and focused

• Measurable – Trackable progress

• Attainable – Realistic and possible

• Realistic – Grounded in current resources

• Time-phased – Has a defined timeline

P.U.R.E. – Values-driven lens:

• Positively stated – Focus on desired outcome

• Understood – Clear meaning and intent

• Relevant – Aligned with your broader goals

• Ethical – True to your values and principles

C.L.E.A.R. – Wider contextual view:

• Challenging – Inspires effort and growth

• Legal – Within legal and regulatory limits

• Environmentally sound – Responsible to the world around you

• Agreed – Accepted by those involved

• Recorded – Written and committed to

If This Feels Too Much, Just KISS It

As the authors humorously remind us:

KISS – Keep It Simple, Stupid.

If 14 filters overwhelm you, ask yourself these basics:

• Is my goal clear and specific?

• Is it something I really want?

• Can I take daily or weekly action on it?

Sometimes simplicity breeds the best motivation.