Called a client meeting last Tuesday. Agenda said “Project status update.” Hour and a half later, we’d covered everything except the project status.
Talked about their new office space. Discussed industry trends. Debated marketing strategies. Good conversation. Zero progress.
The client’s comment afterward? “I’m not sure what we accomplished today.”
Neither was I.
Agendas Aren’t Goals
Most meetings have agendas. “Review budget. Discuss timeline. Q&A.”
That’s not a goal. That’s a list of topics.
A goal tells you what you’re trying to achieve. “Approve final budget and lock in Q1 timeline.”
Big difference.
What Real Goals Look Like
Decision goals: “Choose between Option A and Option B for the new design.”
Alignment goals: “Get everyone on the same page about project priorities.”
Problem-solving goals: “Figure out why conversion rates dropped last month.”
Planning goals: “Map out the next three milestones and assign owners.”
Notice the active verbs. Choose. Align. Figure out. Map out.
How I Set Goals Now
Before the meeting. Write down what success looks like. “By the end of this call, we will have…”
Share it upfront. Start every meeting by stating the goal. “Our goal today is to finalize the budget so we can start Phase 2 next week.”
Test understanding. “Does that sound right to everyone? Anything else we need to cover?”
Track progress. Halfway through, check in. “We’ve covered the timeline. Now let’s tackle the budget piece.”
When Goals Get Fuzzy
Sometimes the real goal isn’t what you planned. Client brings up something urgent. New information changes priorities.
That’s fine. Just name it.
“I hear this is more pressing than our original agenda. Should we focus on this instead?”
Keep the goal clear, even when it changes.
What Clients Notice
When you run focused meetings, clients see you differently.
They trust you with their time. They come prepared. They invite you to bigger conversations.
Because they know those meetings will actually go somewhere.
The Five-Minute Test
If you can’t explain your meeting goal in one sentence, you’re not ready to meet.
“We’re here to decide X.”
“We need to solve Y.”
“Our goal is to plan Z.”
Simple. Clear. Actionable.
Why This Builds Trust
Clear goals show you respect their time. You’re not just filling calendar slots. You’re driving toward outcomes.
And when meetings consistently achieve their goals, clients start trusting you with bigger decisions.
That’s reliability in action. Small commitments, kept consistently, building toward something larger.