Facebook screenshot\nSeasoned CEOs and CIOs know that there is a fine line between business goals that drive action and business goals that sit dead in the water. It seems to me, the differences between the two are subtle, but entirely too accessible for companies to ignore.\nThere are three major points you need to hit when creating and, just as importantly, when explaining your company\u2019s goals to your teams.\nTo illustrate these points, I\u2019ll be referring to a recent talk given by Facebook\u2019s Mark Zuckerberg at the Facebook F8 Developer Conference:\u00a0\n\n\n \n\n\nIn the clip, Zuckerberg says Facebook\u2019s goal for the next 10 years is this: \u201cGive everyone the power to share anything with anyone.\u201d\nIt\u2019s an incredibly general, seemingly impossible goal for even Facebook. Yet, it becomes a tangible goal from which employees can derive next actions because of the three points Zuckerberg hits next.\n1. Back goals with a big \u2018because'\nImmediately after revealing Facebook\u2019s 10-year goal, Zuckerberg points out that more than four billion people are not on the Internet in 2016.\n\u201cAnd we need to change this,\u201d Zuckerberg says. \u201cBecause, beyond communication, we know that for every 10 people who get online, about one person gets lifted out of poverty because they get access to tools for education and finding jobs.\u201d\nSuddenly, Facebook\u2019s 10-year goal is also about helping people learn more, find jobs and find ways to improve their economic situations.\nThat\u2019s \u2018because\u2019 employees can get behind and feel motivated by their day-to-day work. And, while your company\u2019s goal doesn\u2019t have to be connecting the entire world to the Internet or raising millions of people out of poverty, I think this serves as a good example of how the \u2018why\u2019 matters just as much as the \u2018what\u2019 in terms of goal setting.\n2. Tie in a genuine personal appeal\nNext, Zuckerberg hones in on the media sharing Facebook wants to encourage in its users. But he doesn\u2019t just say that. Instead, he discusses how human beings have a universal desire to be understood and relate to one another.\n\u201cWe\u2019re always looking for better and richer ways to express ourselves and share with one another,\u201d he says. He notes even something as simple as the ways in which we share our children\u2019s first steps has changed drastically over time. Whereas new parents used to use baby books, parents today will be able to take 360-degree VR videos and share the whole experience with their friends and families.\nZuckerberg talks about his own parents, sister and his daughter as he describes this example, which makes it easy for anyone listening to apply the same examples to themselves.\nSo, while part of Facebook\u2019s 10-year goal is to get more users to share more media with one another, Zuckerberg presents this concept in such a way that anyone working at Facebook could see a personal value in tackling this massive goal.\n3. Break your goal down into smaller contexts\nNow we get into the grit of making Facebook\u2019s goal a reality. As Zuckerberg points out, people don\u2019t always interact with one another in the same way:\n\u201cSometimes we just want to talk to one friend. Sometimes we want to hang out with a few friends. Sometimes we have something that we want to share with all our friends or with all our coworkers or with an entire community\u2026\u201d\nPinpointing each change in interaction context, Zuckerberg discusses the ways that Facebook\u2019s different apps will allow people to share exactly what they want with exactly who they want, thus furthering Facebook\u2019s 10-year goal.\nYou have WhatsApp (acquired in 2014) for when you just want to communicate with one person. You have Instagram (acquired in 2012) for when you want to share something with the world. And, when broken down into these smaller products and focus contexts, the goal to \u201cgive everyone the power to share anything with anyone\u201d looks like it might actually be possible.\nBy taking something that seemed intangible and breaking it down into tangible steps with genuine motivations behind them, Zuckerberg both motivates employees to action and sets up the roadmap for Facebook\u2019s next 10 years.\nHe later builds off of this whole discussion by laying out how Facebook will focus its efforts in the next 10 years, but that\u2019s another discussion entirely.\nWhat I want you to take away from this post is that, if you want to create inspiring goals that drive action, you need to back goals with a big \u2018because,\u2019 tie in a personal appeal and break goals down into smaller contexts.