Why You Should Set Process Goals (Not Just Outcome Goals) for Business Success
Business owners know how important it is to set goals. Whether you’re running a market stall in Leeds, managing a digital agency in Bristol, or overseeing a manufacturing firm in Glasgow, growth comes down to what you’re aiming for — and how you plan to get there.
The trouble is, most people focus only on outcomes. They’ll aim to increase revenue by 20 percent, double their client base, or launch a new product line. There’s nothing wrong with these targets, but they only show where you want to end up. They don’t help you navigate the daily steps you need to take to get there.
That’s where process goals come in. They’re often overlooked, but they’re the goals that keep you moving — especially on the days when results aren’t showing up yet.
The British Psychological Society has pointed out that people who concentrate on small, manageable actions are more likely to stick with their goals and feel less overwhelmed. This approach brings clarity, focus, and control to your work. And when you’ve got too many tasks flying at you, that’s exactly what you need.
Outcome Goals vs Process Goals
Here’s the basic difference. Outcome goals are about the result. Process goals are about the work that gets you there.
Let’s say you want to grow your customer base by 30 percent this year. That’s an outcome goal. A process goal might be making 10 outreach calls each week, sending two follow-up emails each day, or asking for one referral after every completed project.
Outcome goals are useful for direction. Process goals help you take action consistently. One keeps you thinking big. The other keeps you grounded.
Why Process Goals Are More Useful Than You Might Think
They Keep You Engaged
Outcome goals can sometimes feel too far away. If the result is three or six months down the line, motivation can dip. Process goals give you something to tick off daily or weekly. They show you that you’re making progress, even before the big wins arrive.
They Make You Focus on What You Control
You can’t control how fast the market moves or whether every prospect says yes. But you can control your daily effort. That’s where the process sits. You decide to write the proposal, make the call, review the campaign. That’s your ground to stand on.
They Help You Build Systems That Scale
Successful businesses are built on systems, not one-off wins. Process goals help you test, refine, and build those systems. If making five follow-up calls a day leads to one sale a week, you’ve now got a repeatable process. You can build on it, hand it to a team member, or automate it.
They Reduce Stress and Improve Clarity
Outcome goals often sit in the back of your mind like pressure points. “I must reach that number.” Process goals, on the other hand, act like a checklist. They shift your energy from worrying about results to getting the next thing done. That’s a much healthier and more productive place to be.
How to Set a Strong Process Goal
It starts with breaking down your outcome goal into smaller tasks. Ask yourself:
What would I need to do each day or week to make progress?
Which of those actions are completely in my control?
Can I track it easily?
Will it still matter if results take longer to show up?
Take a service-based business as an example. The outcome goal might be to bring in five new contracts per quarter. A process goal could be to connect with 10 new leads each week through email, networking events, or referrals.
Keep it simple. Keep it consistent. And most importantly, make sure it’s measurable without needing to overthink it.
Using Process Goals in Different Business Scenarios
Sales and Marketing
Rather than saying “I want to double sales this quarter”, try:
Post three times a week on LinkedIn
Reach out to five warm leads every Monday
Review sales call notes for 30 minutes every Friday
Operations and Systems
Instead of “I want better efficiency”, try:
Spend 15 minutes each morning reviewing workflow bottlenecks
Document one core process per week
Hold a weekly review with your team to flag issues
Personal Development as a Business Owner
Rather than “I want to be a better leader”, try:
Read one chapter of a business book each week
Have a 20-minute check-in with a mentor every month
Block out one hour weekly for strategic thinking
How to Track Process Goals Without Creating More Work
Use whatever method fits into your day without adding clutter. That could be:
A notes app on your phone
A whiteboard in your office
A weekly planner or wall calendar
A spreadsheet you check once a week
The trick is to track action, not perfection. If you set the goal of contacting five clients a week and you hit three, that’s still forward movement — and it gives you something to build on.
The Long-Term Payoff
Businesses that stay consistent with process goals become more adaptable, less reactive, and far more resilient. You can ride out the ups and downs because you’re not always chasing results — you’re focusing on doing the right things often enough for results to happen naturally.
Think of outcome goals as the compass. Process goals are the steps you take with every stride.
The Bottom Line
There’s power in doing the next right thing. Process goals help you clear the fog and focus on what’s in front of you — the work you can do today, this hour, right now. When you stack enough of those moments together, the results take care of themselves.
For business owners of any size, that’s a strategy worth leaning into.
