通过延伸目标提升组织绩效与激励.pdfVIP

Motivatingwithstretchtargets

Topmanagersofmanyorganizationshavediscoveredapowerfultooltoincreasemotivationand

performance:stretchtargets.Stretchtargetsaregoalsthatcallfordramaticimprovementsinkey

aspectsoforganizationalperformanceandeffectiveness,suchasextraordinaryincreasesinrevenues,

reductionsincosts,orincreasesintherateatwhichnewproductsaredevelopedandbroughtto

market.Typically,organizationalgoalsorobjectivesareincremental,involvingchangessuchasa

10percentreductionininventorycostsora5percentincreaseinrevenues.Thesegoalsseemto

motivatemembersofanorganizationtoachievethespecifiedincrementsinperformancebutoften

littlemore.Topmanagerswhousestretchtargetsinsteadofincrementalgoalshaveavisionofhow

muchteranorganizationcouldbeperformingandthenchooseatargettomotivatemembersof

theorganizationtoachievethishighlevelofperformance.Muchcarefulnninggoesintothe

establishmentofstretchtargets.

At3M,forexample,DesiDeSimonewasconcernedaboutadepressedmarketforsomeofthegoods

3Mproducedandespeciallyconcernedaboutalackofincreaseinrevenuesfromnewproducts.He

decidedtosetastretchtargetforemployeestoincreaseby30percent3M’srevenuesfromproducts

thathadbeenintroducedwithinthelastfouryears.Alongwiththisstretchtargetcamesomechanges

in3M~sstrategies.Ratherthanspendingtimedevelopingproductswithmodestpotentialthatwere

akintoexistingproductsonthemarket,3Memployeeswereencouragedtofocusondeveloping

majornewproductswithhighsapotential.Inaddition,employeeswereurgedtobringthese

potentialbest-sellerstomarketquickly.Asaresultofthespecific,difficultgoalDeSimoneset,the

newlyintroducedScotch-B