Playing it safe might keep things steady, but it won’t get you where you really want to go.

If you’re already overwhelmed with daily operations, the idea of pushing for more might feel daunting, but focusing on an ambitious goal can actually reduce busywork and stress.

If you want to see real growth and break free from the daily grind, you’ve got to set goals that feel just a little bit out of reach. 

That’s where the magic happens — when you push your agency beyond what seems possible.

Now’s the time to get serious about defining ambitious KPIs and OKRs that push you toward those goals.

What are KPIs and OKRs?

• KPIs (Key Performance Indicators) are measurable targets that track how well your business is performing in specific areas. Think of them as key stats that show whether you’re on track.

• OKRs (Objectives and Key Results) help you set larger goals (the “objectives”) and then break those down into specific results (the “key results”) that measure progress. They give your team a clear direction toward your big goals.

This is where your team steps up, and delegation becomes easier.

Aligning individual performance with impossible goals

It’s pretty simple. If your team isn’t aiming for something bigger than completing day-to-day tasks, you’re going to fall short.

Take the opposite approach…

Set an impossible goal that challenges you and your team to think bigger, then break it down into achievable steps.

Start by defining that impossible goal — something that challenges you and your team to reach new heights. It should push your limits and get everyone thinking about what’s truly possible for the business. Once you’ve set that big, bold target, it’s time to create KPIs that give you measurable progress toward achieving it.

Next, break that impossible goal into quarterly OKRs. These will act as stepping stones, keeping you and your team on track toward the larger vision. Each OKR gives you a specific milestone to hit, ensuring that you’re delegating effectively and your team’s efforts are aligned with the long-term goal.

Then, help your team understand how their everyday tasks contribute to the impossible goal. By breaking KPIs into actionable steps, you give your team a clear path to follow, empowering them to take ownership and move the needle toward something much bigger than the status quo.

Finally, check in regularly to track progress and make adjustments. Use KPIs to measure how close you’re getting to your quarterly OKRs and ultimate goal. This keeps everyone accountable and focused on the end game.

Why set an impossible goal?

Don’t set small goals just to play it safe. 

Setting an impossible goal helps you think long-term and create a sustainable path for growth, not just immediate wins. 

Pushing yourself and your team to aim higher can lead to:

• Bigger, bolder progress

• A highly motivated team

• Greater focus and accountability

• Clear milestones toward long-term success

• More effective delegation, freeing you from micromanagement

Even if you only hit 80% of your impossible goal, your agency will be miles ahead.

Join 91+ other marketing agency owners tomorrow and harvest success in your agency 🚀

At Niche in Control, we specialize in helping agency owners like you scale and grow. Tomorrow, you’ll have the opportunity to learn exactly how to do that at our exclusive, hands-on workshop, "Harvesting Success in Your Marketing Agency."

It’s easy to get stuck in the routine, especially when you’re juggling so much. But this event is designed to give you the tools you need to end the year strong and set yourself up for a breakthrough 2025.

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Friday, September 13th – don’t miss it!

You’ll learn how to free up 8-10 hours per week, delegate effectively, increase customer value, and empower your team to take on more responsibility—all while filling your pipeline with ideal clients.

This hands-on workshop will help you identify key areas of improvement and create an action plan for long-term success. Don’t miss out on the chance to learn how to reclaim hours of your week, increase client value, and set your agency up for explosive growth in 2025. 

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Stay tuned for more actionable tips in next week's edition of The Agency CEO!

Until next time, 

Jesse Gilmore

CEO & Founder @ Niche in Control