Setting Goals the Right Way: Lessons for Today’s Business Leaders

David Harding, Chair – Vistage Sussex

As business leaders, we talk a lot about goals, setting them, reviewing them, communicating them. Yet very few people are ever taught how to set goals effectively. One person who has dedicated his life to changing that is Brian Mayne, a globally recognised UK personal development expert best known for creating the Goal Mapping system. His methodology, first developed in 1995, has reached more than six million people and is used by organisations including Microsoft, Disney, Siemens and Coca-Cola.

This year marks the 30th anniversary of Goal Mapping, and it remains as relevant as ever. Brian will be joining Vistage leaders this November to explore the science behind effective goal-setting, a subject close to my heart as a Vistage Chair, having seen first-hand how transformative the right goal-setting habits can be for UK business leaders and their teams.

From the Fairground to Global Influence

Brian’s story is extraordinary, not because of privilege, but because of resilience. Born into two of Britain’s oldest travelling circus families, he grew up on the road, left school at 13, and reached adulthood unable to read or write. By his late twenties, after an initially successful career running a popular Isle of Wight nightclub, he faced financial collapse: bankruptcy-level debt, a repossessed home and a marriage breakdown.

With no qualifications and no formal experience outside the family business, Brian was forced to reset his life. He entered direct sales and, through a chance meeting with a trainer, discovered the world of personal development. The tools he learned didn’t just transform his sales performance, they helped him teach himself to read and write within a year.

His rapid turnaround sparked further curiosity from others, leading him to design his own system: the Goal Mapping methodology that has now influenced millions.

The Science of Turning Intention Into Action

What sets Goal Mapping apart is its integration of words and images to activate both sides of the brain:

• Imagery engages the creative, subconscious mind

• Affirmations stimulate the  conscious mind

Together, they create a powerful mental blueprint that helps people define what they want, why they want it, and how they plan to achieve it.

For leaders, this dual approach not only strengthens personal clarity but also provides a replicable method for helping teams stay aligned and accountable.

Goal Mapping in Practice

In his workshops, Brian starts with mindset. Leaders learn how positive thinking isn’t just motivational talk, it is grounded in neuroscience. Our thoughts influence our emotions, and our emotions drive our behaviour. Understanding this link is essential before setting goals.

Once the mindset foundation is in place, attendees build their own Goal Maps, identifying:

• Clear and specific objectives

• Their motivation behind each goal

• The practical actions required

• Supporting individuals or resources

• Key milestones and timelines

Many UK businesses apply this system across teams, creating a shared organisational map supported by individual responsibility maps. The result is stronger alignment, ownership and momentum.

Why This Matters in 2026

With economic uncertainty, ongoing shifts in workforce expectations, and rapid advancements in technology, today’s leaders must operate with greater clarity and adaptability than ever. Goal Mapping offers a grounded, practical framework that helps leaders:

• Think more strategically

• Communicate more clearly

• Engage teams more effectively

• Maintain direction during periods of change

Simply put: it bridges the gap between ambition and execution.

A Final Thought and an Invitation

Leadership today is challenging, fast-paced and often isolating. But you do not have to navigate it alone.

Vistage exists to support business leaders, offering a confidential, collaborative environment where leaders can think differently, challenge assumptions and make better decisions.

If you are a business leader in Sussex looking for a space to grow, gain clarity and connect with fellow leaders who truly understand the pressures you face, I’d be delighted to talk to you about Vistage.

Let’s explore how we can help you and your business achieve more in 2026 and beyond.

Visit vistage.co.uk or contact Chair David Harding to learn more: david.harding@vistagechair.co.uk