How to motivate your team when targets feel out of reach.

Hopefully, you’re having a brilliant year, but I know that for a lot of businesses, things are tough. Unsurprisingly then, a common topic in my recent coaching conversations is how to keep a team motivated when the targets you've set seem as distant as the horizon and the usual incentives like bonuses are fast fading from view, (if they haven’t already disappeared entirely).

Many leaders can feel under immense pressure to know how best to rally the team under a cloud of disappointment and uncertainty. It’s the type of situation that can lead to feelings of stress, frustration and even resentment, particularly for leaders who feel alone with the burden of responsibility.

It’s understandable, but this is when it can become a vicious cycle. When leaders operate under a high-stress mindset, however much they may try to mask it, they risk passing on stress rather than stimulating genuine motivation. In turn, rather than having the intended effect of galvanising people into positive action, their best efforts inadvertently spread fear and more uncertainty. People may even begin to question whether the organisation is losing its edge and this in turn can create a downward spiral.

So, what’s an easier way to navigate your way through these sorts of trying times, while staying in integrity?

The Trap of “Should” Thinking

It's not uncommon for leaders to feel that they shouldn’t have to motivate their teams at such times and it’s easy to fall into the trap of thinking that your team should be stepping up. After all, aren’t they professionals? Surely, they get it and what needs to happen? The problem is that however valid this train of thought may appear, believing it can have us inadvertently veering off in one of two ‘wrong’ directions.

Often, in an attempt to instill a sense of greater urgency and increase shared ownership of the issue, there is what essentially amounts to the "stick" approach. In employing what amounts to an ‘away from’ strategy, the tone can all too easily become harsh (justifiably in the mind of the leader), while in the minds of the team members, it may seem tone-deaf to the issues and obstacles they feel they are facing.

Alternatively, there is the "carrot" method, which when coming from a place of ‘distress’, can land as hollow, unrealistic, or even deluded! An innocent ‘towards’ strategy can come across as a desperate plea for miracles.

Both are logical responses from a place of acute pressure and are often innocently meant, yet they can unintentionally alienate the team and serve to make things (even) worse. What’s needed is a more nuanced approach that taps into genuine motivation rather than fear or desperation.

Acknowledge the Reality—Without Judgment

When targets seem unreachable, it’s natural for your team to feel disheartened. They may start to question their efforts and even the organisation’s direction. To navigate this, leaders must first recognize the underlying “movies” playing out in everyone’s mind—including their own. Each team member has their own narrative about the situation, which drives their behaviour. Understanding these narratives is crucial for moving past frustration and toward clarity and connection.

Instead of focusing on what should be happening, focus on understanding the current mindset. Open up a dialogue. Acknowledge the team’s disappointment and concerns without judgment and challenge them to question whether the story they’re telling themselves is the whole picture. Often, it’s not.

Shift Focus: Don’t Ski into Trees!

A powerful metaphor to consider is this: when skiing down a dangerous slope, focusing on the trees increases your chances of crashing into one. The same principle applies in business—if leaders focus solely on what’s going wrong or the fear of failure, they’re guiding their team straight into disaster. This is essentially the mechanism of a self-fulfilling prophecy. Instead, the key is to reframe the narrative.

Leaders must keep their eyes on where they want to go, not where they’re afraid to end up. By shifting the focus from fear to possibility, you can transform the energy of your team. It’s the difference between operating from a place of anxiety versus one of opportunity.

Ask yourself: are you unconsciously more focused on avoiding failure than on aiming for success? This mindset shift from fear-based leadership to a focus on what’s possible is what will inspire your team to push through adversity.

Build an Environment That Inspires Growth, Not Just Outcomes

Even when the goals feel unattainable, leaders can create an environment where the journey and growth are as valued as the outcomes. This means recognising the efforts of your team—even when they fall short—and finding alternative ways to reward and acknowledge them. Inspire your people by emphasising the mission and the importance of their contributions, no matter how challenging the current situation may be.

Great leaders don’t just motivate through bonuses or fear of failure—they inspire a belief in the future. They create a sense of belonging, a shared mission, and a commitment to overcoming obstacles together. And while the gains might not come as quickly as you’d like, the tide will turn and your collective efforts will be rewarded, making the next set of targets easier to achieve.

The Vibrant Intersection of Leadership

At the heart of effective leadership during tough times is what we have encapsulated in the “Vibrant Approach.” This isn’t about superficial positivity or pushing people through sheer force of will. Instead, it’s about fostering an environment where each team member feels valued, heard, and empowered to contribute—even when things aren’t going well.

By recognising the individual perspectives within the team and addressing frustrations openly, leaders can shift the narrative from one of despair to one of opportunity and resilience. This creates a more cohesive and motivated team, ready to tackle the challenges ahead with renewed energy.

Ultimately, the art of motivating your team when targets feel out of reach isn’t about delivering grand speeches or pulling off miracles. It’s about the everyday work of fostering connection, shifting focus, and leading with empathy and clarity. So, keep your eyes on the path ahead, not on the obstacles, and lead your team with the energy that will take them—and your business—where you truly want to go.