hardScenarioCase StudyMidSeniorStaffLead
Leadership has asked for 20 per cent growth in activations next quarter. How do you decide whether that is the right target?
5 min readUpdated 2026-08-15Target archetype: Big Tech, Enterprise Captive, Product Startup
Answer
Short answer
Build the number from a baseline and named mechanisms rather than accepting it, because a target with no route attached is a wish that will be met by lowering the definition.
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Likely follow-ups
- Your decomposition gets you to 12 per cent and leadership will not move. What do you do?
- How would you set this target for a product that launched six weeks ago?
- Halfway through the quarter you are at 4 per cent. What do you change, and what do you say?
- Who should own a target that depends mostly on a marketing spend you do not control?
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