When it comes to leading a team, many managers fall into the trap of relying on corporate buzzwords and slogans that don’t truly inspire. If you’re a CEO, founder, or leader who wants the perfect balance of empathy and authority, this post is for you.
I’m Kate Waterfall Hill, and with over 30 years of experience in business and leadership development, I’ve seen firsthand how meaningless phrases like “do more with less” can disengage teams rather than motivate them. So, let’s talk about what really works when setting team goals that connect and inspire.
Why Corporate Buzzwords Don’t Work
Imagine a team meeting where the manager proudly announces the new slogan for the year: “Do more with less.” This was the satirical approach of my alter ego, Linda the Bad Manager, whose skit resonated with many because it highlighted the emptiness behind typical corporate jargon.
The problem? No one jumps out of bed excited about vague goals like increasing shareholder value or quarterly KPIs. Real engagement comes from meaningful, tangible goals — not slogans or posters collecting dust in the break room.
The Power of a Shared Sense of Purpose
Genuine team engagement is built on a clear, shared purpose. Take the example of Lego in the early 2000s. They were struggling because they’d lost sight of their core mission: helping children learn through creative play. Once they realigned their company around that purpose, their teams became energized and focused.
You might be thinking, “But I don’t run a toy company — I sell paperclips.” That’s okay. Every business, no matter how ordinary it may seem, impacts real people. Your job as a leader is to uncover that impact and make it tangible for your team.
For example, instead of saying, “We need to increase efficiency by 15%,” try “We’re going to help 100 more small businesses get their essential supplies on time this month so they can serve their customers better.” This approach helps your team understand the real-world difference their work makes.
Practical Tools to Create Meaningful Team Goals
1. The Purpose Pipeline
Spend 15 minutes with each team member and ask:
Who ultimately benefits from your work?
What would happen if your role didn’t exist?
When was the last time you felt truly proud of something you achieved at work?
The answers can reveal powerful insights and help you build genuine common goals that resonate.
2. The So What Test
Before announcing any new initiative, ask “So what?” three times. For example:
We need to reduce response times.
So what? Customers get their answers faster.
So what? They solve their problems quickly.
So what? They spend more time doing what matters to them instead of waiting on us.
This test shifts goals from dry metrics to meaningful impact.
Real Company Examples
Patagonia doesn’t just make outdoor gear; their mission is to “build the best product, cause no unnecessary harm, and use business to protect nature.” Every employee knows how their role contributes to this.
Ritz Carlton leads with “We are ladies and gentlemen serving ladies and gentlemen,” fostering a deeply engaged, service-oriented team.
Microsoft shifted from market share goals to “empower every person and organisation on the planet to achieve more,” giving their teams a grander purpose.
Translating This to Your Business
Here are some practical reframes for common business goals:
This shift changes the team’s focus from abstract numbers to real human stories, sparking engagement naturally.
Alternatives to “Do More with Less”
If your leadership team defaults to “do more with less” as a rallying cry, try these instead:
“Let’s identify what creates the most value for our customers and focus there.”
“We’re going to get clear on priorities — what matters most and what we can let go.”
“Let’s find smarter ways to work that don’t burn out the team.”
“We need to make tough choices to excel at what really matters.”
“Let’s challenge assumptions about how work gets done and find better ways together.”
The Takeaway
Leadership isn’t about jargon or grand speeches. It’s about consistent, intentional communication that connects your team’s daily work to meaningful impact. And please—retire “do more with less.” Help your team do what matters most.
To recap:
Ditch corporate buzzwords
Connect work to real-world impact
Use the Purpose Pipeline questions with your team
Apply the So What test
Focus on what truly matters
Great leadership doesn’t need a jargon dictionary. It needs genuine intention, common sense, and a willingness to listen and engage.
If you’d like more leadership insights, you can download my free Intentional Leadership Guide, get my book How to Lead, or sign up for personal coaching.
