Many of the business plans and goal-setting exercises we engage in, both personally and professionally, are essentially futile. It’s like making New Year’s resolutions—we know what we should do, but we rarely follow through. Whether it’s improving our health or growing our business, we’re all aware of the necessary steps. Yet most of us don’t do them.

Consider this: I could tell you how to thrive in a tough market in just three simple steps:

1. Do whatever it takes to speak with 15-20 people a day.
2. Schedule 3-4 first-time interviews per week.
3. Dedicate 45 minutes a day to learning new recruiting and sales techniques.

These are clear, actionable tasks that lead directly to results. So, why don’t most people follow through?

In Strategy and the Fat Smoker, David Maister explores why most professional service plans fall short. The problem isn’t that we don’t know what to do—it’s that we’re not willing to make the necessary changes.

We Already Know What to Do

Many firm owners say the same things: “I need to make more marketing calls,” “I need to hire the right people,” or “I need to hold my team accountable.” The problem lies in assuming that explaining how things could be better, convincing someone their goals are worth pursuing, and showing them how to achieve those goals will lead to success.

But it doesn’t. If it did, there wouldn’t be any addicts, bad marriages, or unhealthy lifestyles. We wouldn’t need to be convinced—people would just do what’s best for them. Unfortunately, that’s not how human nature works.

I can’t tell you how many times I’ve heard recruiting firm owners complain about their team’s lack of effort. “I keep telling them to stay on the phone, make more calls, study, etc.,” they say. My response is always the same: “How’s that working for you?”

Yet year after year, we repeat the same goal-setting exercises, expecting different outcomes.

Why Don’t We Do What We Know We Should?

The main reason we don’t follow through on the behaviors we know would benefit us is that the rewards are in the future, while the discomfort, discipline, and frustration are immediate. Reaching our goals requires us to change our daily habits now and maintain them, even when faced with temptations like checking emails or avoiding difficult tasks.

Humans are notoriously bad at delayed gratification. We tend to dabble, give in to distractions, and fall short of long-term commitment.

The Problem with “Trying”

There’s little benefit to half-hearted efforts. You can’t achieve a better marriage by cutting out half of your bad habits, and you can’t cure alcoholism by drinking half as much. Similarly, if your primary business goal is to grow, but you’re unwilling to make the necessary changes, the goal becomes meaningless.

In recruiting, especially during a downturn, we love setting ambitious goals. It gives us a short-term high, but we avoid the tough conversations about the discipline needed to reach those goals. That’s why most business plans are doomed to fail—they’re missing a key component: resolve.

Commit to Lifestyle Changes

Goal-setting should go beyond establishing targets—it should be about committing to permanent, lifestyle-changing habits. Instead of just focusing on the desired outcome, ask yourself:

• What habits am I genuinely prepared to change for the long term?
• What lifestyle adjustments am I willing to adopt?
• What fears, such as call reluctance or fear of rejection, am I ready to confront?

These questions dig deeper into the personal challenges that often go unaddressed. Discussing goals is stimulating and inspiring, but talking about the discipline required to achieve them is far more uncomfortable.

Adopt Real Solutions

Every solution you come up with will have its flaws, just like every diet has its challenges. The key is finding a solution that you can integrate into your daily routine and commit to for the long haul.

There’s no shame in being competent if you’re not ready to commit to excellence. However, don’t deceive yourself, your team, or your clients by pretending you’re fully committed when you’re not.