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The Shift from Inside-Out to Outside-In

New employees are confronted immediately with goals and targets—10 percent this
year, and 11 percent the next year. We repeatedly hear corporate employees
talk listlessly about their imposed annual goals, and their voices often have
no energy or enthusiasm in them. If anything, they feel beaten down by the
inexorable march of the stretch goal.

The Motivator’s Dilemma is the challenge of knowing when the effect of
external goals becomes de-energizing instead of energizing. When managers
observe latent energy in people, they are tempted to set goals for
them, but the very fact of setting the goal shifts a person’s focus from experience
(inside-out feelings) to performance (outside-in measurable results)
and that signals a shift from choice to obligation.