My good friend Coach Buzz Williams shared a tweet recently that really resonated with me, “Good ideas have no value because the world has too many. The market rewards execution, not ideas. Concentrate on ideas you can execute.”

It does seem like there’s a big gap between having a great idea and then bringing that idea to fruition. If you were so inclined to take some time to sit down and think about it, you’d likely recall some great ideas that you’ve had. But often, that’s all they were—ideas.

To transform an idea into something that is tangible and marketable requires a well thought- out plan and the setting of specific goals to guide your efforts. You need to figure out how to make that idea become something. And I can’t envision how to do that without a plan and without setting goals.

Perhaps we have an “ah-ha” moment about how to take our sales to the next level. What we then need to do is develop an actionable plan that will help take our idea and make it a reality in driving sales. More often than not, execution of this plan means that we need to gain a better understanding of our business, our markets, our industry and our competition.

But a plan without goals is simply a fable.

I’m a big believer that we all possess the ability to set goals—that each one of us possesses a goal-seeking mechanism. I first learned this concept from reading one of my favorite books, Psycho-Cybernetics by Dr. Maxwell Maltz. I’ve read this book over 50 times not only because I keep gleaning new insights with every reading, but because it also helps keep what is important in the forefront of my mind. In my view, nothing is more important than having incredible clarity about what we want to accomplish. Once we do, then the universe will find a way to help us get it.

I see goal setting as something that is dynamic—something that we need to refer to often and change as needed.  That’s one of the reasons we need to write them down. And as we write them, we need to consider how we are going to achieve them. We need to identify the specific steps that will take us from where we are today to where we want to be tomorrow.  We also need to look at our goals on a regular basis and revise them frequently because plans change as we begin to execute.

I like the acronym ABL: Always Be Looking. It’s great to keep our eye out for new ideas. But remember many people have great ideas. It is those who know how to transform their ideas into an actionable plan, set goals to help guide their way, and who can flawlessly execute their plan that truly make a difference.