In our community where the economy is rooted in the soil of our farms and the warm welcome we extend to visitors, our small businesses face unique challenges. We navigate seasonal peaks, unpredictable weather, and the ever-present need to stand out. The world of tech and venture capital may seem distant. However, the core lessons on goal setting in “Measure What Matters, tech pioneer John Doerr's best seller," are universally powerful and perfectly suited for our agricultural and tourism-based businesses.

The book champions a framework called Objectives and Key Results, or OKRs. The concept is simple:

• Objectives are what you want to achieve. They should be significant, concrete, and inspirational.

• Key Results are how you will achieve the objective. They must be specific, measurable, time-bound, and verifiable.

For our local entrepreneurs, this system provides a clear roadmap to turn ambition into achievement.

Focusing on What Truly Matters

The daily demands of running a farm, a restaurant, or a shop or any small business can be all-consuming. The OKR framework helps business owners to step back and identify their most important goals. Instead of a vague goal like "have a good tourist season," an OKR approach is specific. Here’s an example:

• Objective: Become the premier family destination for the peach harvest season.

• Key Results:

  • Increase visitor numbers by 20% compared to last year.

  • Sell out all three weekend farm-to-table dinners in October.

  • Achieve an average online review score of 4.8 stars from seasonal visitors.

This focus is especially crucial in agritourism, a growing sector that helps farms diversify income and ensures their long-term viability. By combining agriculture and tourism, farms can create new revenue streams beyond traditional crop sales, creating diverse revenue streams. OKRs provide the structure to pursue these new ventures effectively.

Aligning the Team and Driving Growth

Whether your team is family or a handful of employees, success depends on everyone pulling in the same direction. Sharing simple, transparent OKRs ensures the whole team understands the top priorities, fostering a culture of alignment and accountability.

"Measure What Matters" also highlights the power of setting ambitious "stretch goals". These are goals that feel just beyond reach. For a local business, this could mean:

• Instead of just trying to increase sales in the same way you’ve always gone about them, launch a new, additional business model that reaches a new audience – such as a subscription or “membership” model. 

• A local hospitality business might stretch to create a partnership with three local farms to offer exclusive agritourism packages for guests.

• Whatever you try, set ambitious goals and be sure to measure your progress.

Setting high expectations inspires creativity and can lead to breakthrough results that conservative goals would never achieve.

Why It Works Here

The principles in "Measure What Matters" are not just for Silicon Valley giants. They offer a practical guide for any business leader who wants to improve performance. By focusing on outcomes over activities, our local businesses can work smarter, not just harder.

Adopting OKRs can help a family farm successfully diversify into agritourism, boosting their income and contributing to the region's economic growth. It can help a downtown shop capture more tourist dollars, creating local jobs and encouraging entrepreneurship. By clearly defining what matters and measuring their progress, our small businesses can build resilience, foster innovation, and ensure our community continues to thrive. 

(for more information and resources visit www.whatmatters.com)