Switch: #4 Direct the Rider and Point to the Destination

Direct the Rider and Point to the Destination: People like goals. And the easier it is to “see” the goal, the quicker we get there. Knowing exactly where you’re headed gets you halfway there. So, clearly articulating the goal up front will help the Rider know where to point the Elephant. But unlike the old SMART goals (specific, measurable, actionable, relevant, timely), the authors suggest more gut-smacking goals that don’t look like accountants devised them. Rather, they should be goals that appeal both to the Rider and the Elephant simultaneously. Providing a destination that’s both rational and emotional moves both Rider and Elephant in the same direction with little friction between them. Bottom line: It’s easier to hit a bulls eye if you know where it is.