The Secret to Goal-Setting That Actually Drives Employee Success
Most employees set goals with the best of intentions - but without the right approach, they struggle to follow through. For HR and L&D leaders, this means performance reviews often focus on unfinished initiatives or stalled development plans.
The missing piece? Identity-based goal-setting.
When employees see themselves as the type of person who achieves the goal, they are far more likely to follow through - an approach that leadership coaching uses to drive sustainable behavioral change and stronger performance outcomes.
Why Traditional Goal-Setting Falls Short
Typical goal-setting focuses on what employees want to have and what they need to do:
I want to HAVE better presentation skills
So I will DO presentation training and practice weekly
The problem is that without shifting identity, employees continue to see themselves as someone who is “bad at presentations” or “not confident in meetings.” That disconnect makes follow-through difficult.
The Coaching Approach: The BE-DO-HAVE Model
Leadership coaching uses the BE-DO-HAVE model to create identity-driven goals:
BE: Who does the employee need to become?
Example: A confident and engaging presenter
DO: What actions will naturally flow from that identity?
Example: Present in team meetings, seek feedback, join advanced speaking workshops
HAVE: What outcomes will result?
Example: Clearer communication, recognition as a thought leader, career advancement
By starting with BE, employees are more motivated to take consistent action, because they are stepping into a new identity rather than forcing new habits.
Organizational Benefits of Identity-Based Goal-Setting
For HR and L&D leaders, this approach drives measurable results:
Stronger follow-through on professional development plans
Faster behavior change in leadership programs
Improved engagement and confidence across teams
Better alignment between employee growth and organizational goals
When employees think like leaders—not just act like them occasionally—they create a ripple effect of performance, accountability, and innovation.
Next Steps for HR and L&D Leaders
If your employees are setting goals but struggling to achieve them, it’s time to integrate identity-based goal-setting into your leadership and development programs.
→ Let’s explore how coaching can help your teams set goals that stick and drive real organizational impact.