Elevating Success Through Goal Setting

By Kasey Cleckler, ACC, CAC, MPS

Kasey Cleckler is an ICF-accredited executive performance coach with over 20 years of experience across the entertainment industry, including touring, business management, artist management, and record label operations. As the founder of Cape + Anchor, she coaches music industry leaders and creators. 

As a seasoned professional in the music industry, you’re no stranger to the intense demands of touring life, running successful operations, and navigating the complexities of a constantly evolving business. You’ve weathered the storms of changing trends, unpredictable markets, and the grueling pace of life on the road. But even at the highest levels of the industry, setting—and achieving—meaningful goals remains a vital component of sustained success. As we wrap up 2024, what better way to start looking ahead to 2025 than by setting clear and sustainable goals for the future?  

As a music business coach with over 20 years of industry experience working with music industry leaders, artists, and crews, I’ve seen how intentional goal setting can act as a powerful tool—not only for driving results but for fostering the kind of leadership that enhances team culture and protects mental wellness. While the focus of our industry is often on achieving immediate results, it’s the long-term, strategic goals that help safeguard our personal and professional futures.  

Refining Your Goal-Setting Strategy 

For many executives and touring professionals, the question isn’t whether you’re setting goals, it’s whether those goals are structured in a way that supports both high performance and sustainable success. There are a few easy ways to refine your approach: 

1. Shift from Reactive to Proactive Goal Setting
   In an industry that requires constant adaptation, it’s easy to fall into a reactive mindset. However, the most successful leaders are those who anticipate challenges and set proactive goals that guide decision-making. Rather than merely reacting to ticket sales, last-minute venue changes, or evolving artist needs, focus on long-term objectives that anticipate industry shifts, optimize operations, and build lasting relationships. Establishing quarterly or annual goals, tied to both business metrics and team development, ensures that you’re moving with intention rather than simply keeping up with the pace. 
2. Integrate Purpose into Your Professional and Team Goals
   After years in the industry, it’s natural to face moments when the grind feels relentless. Purpose-driven goal setting can re-energize both you and your team. What impact do you want to leave on the industry? How can you cultivate a culture on the road or in the office that reflects your values? What do you value most—creative freedom, personal well-being, or something else? For instance, beyond the financial bottom line, many established executives are now setting goals around diversity, sustainability, and wellness—issues that are increasingly shaping the future of the industry. Aligning your goals with these larger, purpose-driven initiatives not only keeps your work meaningful but strengthens your leadership. 
3. Maximize Efficiency Without Sacrificing Wellness
   The demands of touring are relentless, and for those leading these operations, burnout is a serious risk. One of the most overlooked aspects of goal setting at this level is integrating mental and physical wellness into the process. You’ve likely optimized schedules, budgets, and logistics over the years, but are you prioritizing wellness for yourself, team and crew? Goals around mental health initiatives, stress management, and team dynamics are as crucial to long-term success as hitting financial targets or executing flawless productions. Structured downtime, mindfulness practices, and regular check-ins with your team can improve morale, reduce burnout, and keep your operation running smoothly. 

Takeaways for Industry Leaders *infographic/sidebar* 

• Proactive Vision: Set goals that are forward-thinking, rather than reactive, helping you anticipate challenges and seize opportunities. 
• Purpose-Driven Leadership: Embed purpose into your goals. Whether related to culture, sustainability, or wellness, aim to inspire your team and future-proof your career. 
• Wellness as a Metric: Prioritize mental health and team wellness, as these are crucial to long-term success and retention. 

Tools and Resources to Support Your Goals  

• Trello or Asana: Use these project management tools to break down long-term goals into actionable tasks for you and your team. 
• OKRs (Objectives and Key Results): Implement OKRs to keep your goals aligned with measurable outcomes, ensuring that progress is tracked and celebrated. Use the SMART (Specific, Measurable, Achievable, Relevant, Time-bound) method to create well-defined goals. 
• Wellness Programs: Integrate mindfulness resources into your team’s routine to support mental wellness while on the road. Apps like Calm or Headspace and consistent personnel check-ins with a coach can provide much-needed support. 

For those of us who’ve spent years leading teams and running the show behind the scenes, goal setting isn’t just about staying ahead. It’s ultimately about creating a sustainable and rewarding career. By refining your approach to goal setting, you can lead with intention, foster a positive culture, and ensure that both you and your team thrive, no matter how the industry evolves. 

Now, let’s put it into practice!  

Future Vision Exercise  

• Picture Your Future (3-5 Years Out):
  • Imagine where you want your business or career to be in 3-5 years. Think about: 
  • What success looks like for your company or team. 
  • Your personal leadership goals. 
  • Key accomplishments, both professionally and culturally. 
• Identify Major Milestones:
  • Work backward from your vision to figure out major milestones that you’ll need to hit. These could be yearly goals, like: 
    • Year 1: Build a stronger leadership team. 
    • Year 2: Expand into a new market. 
    • Year 3: Launch a company-wide wellness initiative. 
• Break Milestones into Steps:
  • For each milestone, break it into specific, actionable steps. Make sure each one is clear and realistic. 
• Assign Responsibility and Resources:
  • Decide who will take charge of each step and what resources (time, support, tools) will be needed to achieve them. 
• Regular Check-Ins:
  • Review your progress regularly (every 3 to 6 months) and adjust if needed.