Client meeting last Tuesday. On the agenda: “Project status update.”

An hour and a half later we had covered everything except the project status. New office space, industry trends, marketing strategies. Good conversation, but zero progress.

Client afterwards: “I’m not sure what we accomplished today.” Neither was I.

“Review budget. Discuss timeline. Q&A.” That’s not a goal. That’s a list of topics.

A goal sounds different: “Finalise budget approval and lock in Q1 timeline.”

Notice the active verbs. Choose, align, figure out, map out. “Choose between Option A and Option B.” “Figure out why conversion rates dropped.” Those make the difference.

Before the meeting, write down what success looks like. “By the end of this conversation we will…” Share it in advance. Check in halfway through: “We’ve covered the timeline, now the budget.”

Sometimes the real goal is not what you planned. The client brings something urgent. That’s fine. Just name it: “I hear this is more pressing. Should we focus on this instead?”

The five-minute test: if you can’t explain your meeting goal in one sentence, you are not ready to meet. Can’t do it? Postpone the meeting.

Clear goals show you respect their time.