Crafting and executing institutional goals is an essential function and responsibility of executive leadership. Credit union decision-makers must weigh countless factors to ensure goals are in line with their members' experience, performance and growth expectations. Put simply, the complexity and intricacy required to create goals that align with members' constantly-evolving needs is a daunting task to say the least. However, by relying on foundational, guiding principles, credit union leaders can traverse the challenges of goal creation and position their institution for a bright and successful future.