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Original Post by Jean Tabaka
Managing the right goals in software development can have a major impact on your team’s success. You get what you measure. In this regard, the goals you choose can be a defining factor in whether your organization’s Agile adoption thrives or dives. So, what are your choices?

A story about goal-setting
Imagine you are a runner. You have a running coach defining targets for you. Your coach chooses miles and seconds in order to measure you. These metrics turn out to be useful; they are universally understood by you, your coach and your competitors. That’s a good thing. A target goal exchange around these metrics might look like the following:
Coach: “I need you to run a 2-minute mile.”
You: “Uh, I’m not sure I can do that. In fact I don’t think it has ever been done before by any land animal other than a wildebeest, a pronghorn antelope or a cheetah. And, I’m not a wildebeest.”
Coach: “You’re not listening. I already told Sports Illustrated you will. Don’t make me look bad.”
You: “Seriously I’m pretty sure that’s just not humanly possible. I’m no Usain Bolt and I’m not sure even he could sustain a 2-minute mile.”
Coach: “Hey, I set the goals. Run that mile in 2 minutes. Just hunker down and work harder. 2-minutes is the target goal. If you don’t meet it, I’m kicking you off the team.”
You: (muttering under your breath to self, “I can’t do it, you aren’t listening to me, and you are a moron. Why do I even bother to open my mouth?”)
Why goals matter
Get the idea? I’ve been reading John Seddon’s Freedom from Command and Control: Rethinking Management for Lean Service. My colleague Alan Atlas recommended the book. Then my manager Ryan Martens became very interested which led to a book appearing on my desk. Soon after, Karl Scotland mentioned it in an informal conversation about Lean and Kanban. Time to pop it to the top of my reading stack!
Seddon sets a context about Purpose driving Measures that then drive Methods. The combination of purpose and measures start to look like goals. And Seddon breaks goals into two types: Target Goals and Capability Goals. While John’s book is not specifically about software, I could see how we use and abuse goals in our software world. So I decided to delve deeper.

Target goals are arbitrary and doom-laden
Target goals are set to measure hopeful results, often an arbitrary number. Think about our runner story and the 2-minute mile. That target goal was set by someone else. A target goal typically does not account for your strengths, capabilities , availability and skills. Target goals don’t serve you. They don’t serve organizations either. And yet we cling to them. Consider if, as a developer, I hear the following from my manager:
“Jean! You missed the release deadline we gave you. We told marketing and sales who then told our customers that dev would deliver this specific functionality on this specific date. You’re ruining everything. We’re doomed I tell you, doomed! And all because YOU didn’t hit YOUR deadline.”
Uh, it wasn’t my deadline. And yet, missing that goal is now rippling negatively through the organization. This is a lose-lose situation all due to expectations hinged to an arbitrary target goal.
So why do target goals exist?
In many hierarchical, command-and-control software organizations, target goals are how deadlines are set. As Seddon points out, use of ineffective target goals usually arises due to an impossible purpose coupled with non-value add methods. The measures (or goals) are meant to drive teams to the impossible purpose. A command-and-control organization believes that goals must be set top down. The negative impact of these goals is inextricably woven into unrealistic expectations, death marches, and non-value add methods for controlling the work toward the goals.
Enter the capability goal
Let’s replay the runner scenario again.
Coach: “There is a race coming up, a half marathon. That means we need to start training now. What is your time currently?”
You: “I haven’t been really running lately. Rather than guess my times, I’ll start running now. Do you want to know in terms of how long it takes me to run a mile, or how far I can run in a specific timebox?”
Coach: “Let’s start with how you finish a mile. What is your typical way of getting going?”
You: “First, I do a walk/run combination. Then I can give you my actual mile capability in a week.”
Coach: “Okay, let’s set up a plan and together set some sort of goals based on your capabilities. That will help me guide you and figure out when we are faltering. I know you can do this. I’m going to work with you starting right now.”
You: (muttering under your breath, “This is amazing; yea me! I am going to finally put my passion for running to work, keep improving, and run my first half marathon. I love my coach!)
Capability goals are based on real data
Together, the runner and the coach watch the capabilities of the runner to define goals. The purpose of the goal is clear. Measures are set up that usefully help determine the runner’s progress. The method (or running regimen) for attaining the goal is then applied. Simple.
We use this same approach in Agile teams. A team lead or project manager does not set an arbitrary target goal. Rather, the Product Owner sets an overall purpose/vision. The Agile lead, often referred to as the ScrumMaster, works with the team to assess what goals can be reached based on a team’s capabilities and availability. From iteration to iteration, the team provides feedback on what it is able to complete based on its capabilities. The Product Owner absorbs this information and sets expectations outside the team. The process of continuous improvement continues. The team declares, “Based on what we tend to complete, and given the purpose from the Product Owner, we are going to improve our methods in the following ways.”
When good capability goals go bad
There’s a Gary Larsen “Far Side” cartoon of an open refrigerator with a bowl of glop inside holding a gun. The caption? “When good potato salad goes bad”.
Unfortunately, I’ve seen good capability goals go bad in a number of organizations. Listen to this conversation:
Program Director: “I see that our Agile teams are all now using these things called story points to track their work.”
Me: “Yes, it’s working well. Each team has a good sense of what it is capable of delivering iteration over iteration. That helps me figure out how to help remove impediments, where bottlenecks are, and where any team may need us to better resource them. It’s great!”
Program Director: “Hmmmm.”
Me: (muttering under my breath: “That ‘Hmmmm’ just doesn’t sound good. I think I’m about to get sick.”)
Program Director: “So, what’s the highest story point commitment a team has made?”
Me: “27.”
Program Director: “Great! I’m setting 27 points as the target goal for all teams to commit to for each iteration. Every point will represent 3 hours of work. This precision will help me calculate exactly what we’ll deliver when. Plus, I’ll know which teams are really working and which ones are slackers.”
Me: “Hmmmm.”
Program Manager: “So, let’s get out there and commit! This Agile stuff is great!”
Me: (muttering under my breath, “We’re doomed, I tell you doomed!”)
What just happened must not be allowed
As you roll out your organizational Agile adoption, you’ll encounter many challenges. Pay attention to the usefulness of capability goals. Insist on using them. Non-Agile organizations won’t like this. At times, you may feel like Sisyphus pushing a rock up hill for all eternity. Be strong. Don’t allow Agile measurement abuse. Create team and organizational trust. Remove target goals and embrace the incredible value of capability goals. And, don’t allow any backslide. Don’t let your capability goals devolve slowly into target goals in sheep’s clothing.
You: (muttering under your breath, “You know? This MAY just work. Capability goals versus target goals. For the sake of my team, our organization, and the value we deliver to our customers, I’m going to do it!”)
Jean Tabaka original post