Set Moonshot Goals Like JFK

QQTR is an abbreviation for Quantity, Quality, Timeliness and Resources. Managers use these descriptions when setting goals or assigning special projects. Whether used verbally or in writing, they are aides in communication between an initiator and a responder.

We have interviewed lots of executives and employees regarding communications, especially those around the giving and receiving of task assignments or special projects.

• Many managers say, “I told them what I wanted, but they obviously did not hear me because what they produced was not what I wanted.”
• Many employees say, “I did what I thought they asked for.”

Managers become angry and confused because they did not get what they wanted. Employees become angry and confused because they gave their best efforts only to be told that the deliverable did not meet expectations.

I’m reminded of that famous line in the movie Cool Hand Luke: “What we have here is a failure to communicate.”

When things need to be accomplished, especially “important” things, most managers have learned to create SMART goals, either for themselves or their teams. Your goals should be:

• Specific (as opposed to general)
• Measurable (a way to quantify)
• Attainable (realistic)
• Relevant (important)
• Timebound (a due date)

Whether it’s performing a routine task or working on a special project, using the SMART process can help clarify the desired intentions. The process is helpful.

While those considerations can get you started, MANAGEABLE uses a different, more comprehensive process that we believe is smarter. We use the abbreviation TCQQTR. Let’s look at a really great example.

In 1961, President Kennedy gave what might be considered the best-ever TCQQTR goal to America, Congress, and NASA: the moon landing challenge. (click here to read an excerpt of the speech to Congress):

• Title (what): Landing a man on the moon
• Context (why): To win the battle between freedom and tyranny, to take a clearly leading role in space achievement, which in many ways may hold the key to our future on earth.
• QUANTITY (how many needed): 1 landing
• QUALITY (how the accomplishment will be judged): Landing a man on the moon and returning him safely to the earth
• TIME (when due): Before this decade is out [no later than 12/31/1969]
• RESOURCES: American citizens, Congress … to provide the funds
• Initiator: President Kennedy
• Responders: American citizens and Congress

I think this is a great example of a TCQQTR project. The President delivered it verbally and followed up with a written copy of the text. Managers are encouraged to follow the same process.

Here are a few more examples to consider:

• Title: More sales
• Context: Want to grow the business
• Quantity: $5 million in sales
• Quality: 70% from new customers, 30% from current customers, all sales at minimum of 35% gross margin
• Time: by end of current business year (Dec 31, xxxx)
• Resources: additional $100,000 budget for travel, etc.

...or:

• Title: More production output
• Context: Want to expand product offerings
• Quantity: 2 new production lines
• Quality: each line producing 10,000 bottles per day with less than 1% errors
• Time: by March 31, 2026
• Resources: $500,000 total budget

...or:

• Title: More engineering staff
• Context: Growing business, need more people
• Quantity: 5 new engineers
• Quality: 1 new electrical engineering manager + 4 new electrical engineers, all with latest SCADA technology experience
• Time: manager hired by May 30, 2025, then balance of team hired by Sep 30, 2025
• Resources: $1 million

TCQQTR is both a template and process to help managers effectively communicate what they need. Neither managers nor team members like to be negatively surprised when projects are completed. Define expectations, Coach along the way, and Recognize team member contributions. It’s not rocket science.

We use a proven methodology which we tailor to the specific context of our clients.