Goal Setting Strategies

Applying for a UK Masters program for the first time this year and confused? It’s ok.. We all were at some point. This was me a few years ago when I applied for my MSc in Epidemiology &Biostatistics. A few suggestions that might help. 🎾 Identify what you are interested in studying. For example, I was interested in Epidemiology. A quick google search will give you the list of schools offering subjects you are keen on. 🎾Search individual schools. A few thoughts on this. Studying your subject in specific schools might mean different things. So, cross check the individual modules. For example, public health in one school might be focused on UK public health. Another might be on low-income country settings. So, study what the course means for your particular schools. 🎾 Think about funding early. What scholarships are you targeting? Its not fun, when you are stuck with an admission you can’t pay for. 🎾 seek help from those who have gone before. We do not often see our blindsides. Have people review your personal statements. Your funding essays too need reviews. Look for people who have been successful or who have successfully mentored others. If this is you, check- https://lnkd.in/emTrmGTM 🎾Resources.. Resources… Resources… How much time do you have to devote to the process. It’s a time consuming one. Be strategic with your time and the number of schools you select. Who are your referees. How many do you need? How many letters do you need from each of them? 🎾Be strategic Quality over quantity in applications. Being strategic with your time, means planning ahead. When are your deadlines for admissions and each scholarship? What individual requirements do you need? I find a visual Gannt chart helps to see your timelines and deadlines. Being strategic also means choosing ideal & practical schools or using your top referees for your top school choices. Best wishes on your journey everyone. What strategy helped you in your applications? Picture - My PhD ‘internal defense’. We call it Confirmation of Status at the University of Oxford.

As parents, we often find ourselves helping our children navigate through the maze of career choices and educational paths. Recently, I had a conversation with my daughter that led to an insight some of you might find useful in a similar situation. Instead of immediately diving into comparisons of schools and degrees, I suggested a reverse-engineering approach. Here's the essence of our discussion: 𝟭. 𝗜𝗱𝗲𝗻𝘁𝗶𝗳𝘆 𝗥𝗼𝗹𝗲 𝗠𝗼𝗱𝗲𝗹𝘀: Encourage your child to find professionals currently excelling in their desired field. 𝟮. 𝗥𝗲𝗮𝗰𝗵 𝗢𝘂𝘁: Guide them in crafting respectful messages to these professionals. Suggest that they express genuine interest and ask for advice. 𝟯. 𝗔𝘀𝗸 𝗧𝗮𝗿𝗴𝗲𝘁𝗲𝗱 𝗤𝘂𝗲𝘀𝘁𝗶𝗼𝗻𝘀:   - What skills, technology and tools are essential in their daily work?   - What education or training proved most and least valuable in their career?   - What advice would they give to someone aspiring to enter the field? 𝟰. 𝗙𝗼𝗰𝘂𝘀 𝗼𝗻 𝗣𝗿𝗮𝗰𝘁𝗶𝗰𝗮𝗹 𝗦𝗸𝗶𝗹𝗹𝘀: This approach helps identify the most relevant skills and knowledge, potentially saving time and resources on those degrees and programmes that sound impressive but add little career value. 𝟱. 𝗕𝘂𝗶𝗹𝗱 𝗮 𝗡𝗲𝘁𝘄𝗼𝗿𝗸: This process not only provides valuable insights but also helps your child start building professional connections early. By encouraging this proactive, research-based approach, we empower our children to make informed decisions about their future. It teaches them to seek practical advice, think critically about their choices, and take ownership of their career path. Have you tried similar strategies with your children? What has been your experience in guiding them towards their professional goals?

I spoke with a D2C brand that had skyrocketed its organic traffic yet their daily orders were still flat. They came to me expecting a quick SEO fix. But as I dug deeper, I realized what they needed was a strategic framework —an integrated set of choices that would drive not just visitors, but profitable orders. Initial Situation: ➜ 10x increase in daily clicks (from almost nothing to 2,000/day) ➜ Average Order Value (AOV) surprisingly low ➜ Order volume: virtually unchanged despite the traffic surge Problem Identification: Why wasn’t all that new traffic turning into sales? The brand had invested in SEO, yes—but without aligning content strategy with top-selling SKUs, profit margins, demographics, and their unique value proposition. ❌ They chased visibility, not viability. Process (Our Discovery Call): I asked questions like: ➜ Top-selling SKUs? ➜ High-margin categories? ➜ Core audience and demographics? ➜ Product Differentiators vs. competition? ➜ Customer repeat purchase cycles? By understanding these, I identified where intent-rich opportunities matched their strongest business levers. What We Did Next (The Proposal): I presented a tailored SEO program that went beyond “just more traffic.” It focused on: a) Where we choose to play: Pinpointing search opportunities that have a short time to value of results. b) How we choose to win: Mapping keywords to product categories with favourable Search Volume, Keyword Difficulty (KD), and Average Order Value. I presented them a scatter chart of commercial-intent keywords plotted by: ➜ Search Volume ➜ Keyword Difficulty ➜ Potential AOV Impact This instantly clarified the path forward. Instead of random traffic, we were going after the right traffic. The prospect’s reaction? He said no previous proposal had offered this level of strategic clarity. It’s easy to chase vanity metrics (traffic, rankings, clicks), but without aligning your SEO strategy to business goals, you’ll never see the revenue catch up. Stop treating SEO as a game of traffic. ➡️ Treat it as a strategic tool that positions you in front of high-intent audiences. ➡️ It’s not about playing everywhere—it’s about winning in the right places. If you’re looking to make strategic choices—on Google, Bing, or next-gen platforms like ChatGPT, Perplexity, Claude —and you want to translate visibility into growth, let’s talk. I’d be excited to help you map your SEO opportunities to real business outcomes.

Stop ruining your SEO by chasing tactics without a strategy. If rankings didn’t bring revenue, was it ever real growth? Every blog, every backlink, every optimization should have a purpose. Instead of guessing your way through SEO, build a system that works. Your traffic isn’t built in a day, but every day you execute with intention, You’re creating something bigger than vanity metrics. Here’s how to stop wasting time and start making an impact: The SEO Strategy Principle → Research Before Execution: Know what your audience is searching for before creating content. → Optimize for Conversions, Not Just Clicks: SEO isn’t just about ranking it’s about turning visitors into leads. → Measure What Matters: Stop chasing keyword positions and start tracking actual business impact. The Compounding Growth Model → Quality Over Quantity: One valuable, well-optimized page beats 10 random blog posts. → Build Topical Authority: Google trusts experts. Own your niche with depth, not just keywords. → Update & Improve Continuously: SEO isn’t “set and forget.” The best content evolves. The Long-Term ROI Framework → Set Clear Business Goals: SEO isn’t just about traffic it’s about revenue, leads, and brand authority. → Align SEO with Customer Intent: What problem are they trying to solve? Be the best answer. → Stay Adaptive: Google updates? Algorithm changes? Winners pivot, losers complain. 🚨 2025 is 20% over already… Stop running in circles. Start executing with purpose.

Sustainability strategies don’t succeed behind closed doors. One of the biggest challenges I see in Sustainability and ESG implementation? Treating it like an internal checklist. But in reality, Sustainability and ESG only works when it's built with stakeholders, and not just for them or because of them. ✅ Investors want clarity. ✅ Employees want authenticity. ✅ Regulators want transparency. ✅ Customers want values that match their own. The most effective Sustainability and ESG strategies are co-created through meaningful, two-way engagement, long before a report is published. Here’s what I’ve seen work: 👥 Engage stakeholders early – Don’t wait for feedback. Bring people into the process from the start. 🚶🏻♀️ Walk the talk – Sustainability can’t live on paper. When teams see values in action, engagement deepens. 📊 Report what truly matters – Relevance builds trust. Focus your disclosures where it counts. Stakeholder engagement is more than just a checkbox, it’s a relationship. And in times of uncertainty, those relationships are what carry your strategy forward. Ready to make your Sustainability and ESG strategy more collaborative, credible, and effective? 🔗 Learn how my advisory services can support your stakeholder-driven ESG goals: https://lnkd.in/e9CWD9Vd 🔗 Stay in the loop with Sustainability best practices-subscribe to my newsletter: https://www.fulyakocak.com Real impact starts when people feel part of the process. #StakeholderEngagement  #ESGLeadership  #SustainabilityStrategy

Search Engine Optimisation (SEO) isn’t just about inserting keywords—it’s about understanding your audience’s intent and structuring your content to address their needs effectively. By focusing on keyword intent, clustering, and topical relevance, your law firm can improve search engine visibility and attract the right clients. 1️⃣ Keyword Intent: Align Your Content with Client Needs Understanding the intent behind a client’s search helps you create content that meets their expectations. >> Informational Intent: Clients seeking answers or guidance: “What are my rights after a workplace accident?” “How does probate work in the UK?” Strategy: Publish blogs, FAQs, and educational resources addressing these queries. >> Navigational Intent: Clients looking for a specific service or firm: “Best family law solicitor in Birmingham.” “Smith & Partners legal advice contact.” Strategy: Ensure your website is optimised with clear service pages and detailed contact information. >> Transactional Intent: Clients ready to take action, such as hiring a solicitor: “No-win, no-fee personal injury lawyer near me.” “Book a legal consultation online.” Strategy: Provide strong calls to action, online booking systems, and client testimonials. 2️⃣ Topic Clusters: Build Content Hubs Search engines prioritise websites that demonstrate topical authority. Instead of individual, isolated keywords, focus on clustering related topics under one umbrella: Example Topic Cluster: Divorce Law in the UK >> Pillar Content: “The Ultimate Guide to Divorce Law in the UK.” Cluster Content: > > >“Understanding the Divorce Process.” > > >“How Child Custody is Decided in England and Wales.” > > >“Divorce Mediation vs. Litigation: Which is Right for You?” Strategy: Link all related content back to the main pillar page, reinforcing its authority and creating a seamless user experience. 3️⃣ Focus on Topics Over Keywords Google’s algorithms are increasingly prioritising the overall relevance of content rather than exact keyword matches. Shift Your Focus to Questions Clients Might Ask: Instead of targeting “probate solicitor,” write a guide like “Everything You Need to Know About Handling Probate in the UK.” Instead of “employment lawyer,” address specific pain points, like “What to Do If You’ve Been Unfairly Dismissed.” Strategy: Create comprehensive, client-focused content that answers multiple related questions in one place. 4️⃣ Tools and Strategies for Success >> Use platforms like Google Search Console, inLinks, Dragon Metrics, and AlsoAsked to identify questions, intent, and related searches. >> Monitor which queries drive traffic to your website. >> Optimise internal linking to guide users through relevant content, keeping them engaged on your site longer. By focusing on the bigger picture—client intent, interconnected topics, and a well-structured content strategy—you can better establish your firm as a trusted authority. #lawfirmmarketing #digitalmarketing

Vacation time is Family time… plus reading/listening time. During our road trip through Iceland - surrounded by volcanoes, icebergs, and puffins - I finally found time to finish the book/podcast Outlive by Peter Attia (link to podcast in comments). 🌋❄️🐧 As some of you know, I have been putting a stronger focus on health and “longevity” since the end of last year. I developed my own “framework” around six core pillars inspired by longevity experts like Attia. I like to share a few personal lessons valuable for me. As such let me start with my first pillar “Sleep”: Sleep is obviously fundamental for cellular repair, mental sharpness, emotional balance, and physical recovery. Yet with evening calls, cross-time-zone meetings, and business & private dinners, it’s often the first thing we sacrifice. 4 actions I developed: 🛏️ The Right Sleep Environment For me, and I suspect for many others, the ideal sleep environment is dark, cool, and quiet. Installing blackout blinds has made a big difference, especially during the longer summer days in Berlin (maybe not this summer so much). Since our bedroom doesn’t face the street, it’s naturally quiet, but I know friends who swear by soundproof curtains to reduce outside noise. Personally, I do not struggle much with heat at night, but some friends who are more temperature-sensitive have invested in cooling mattresses and found their sleep quality significantly improved. ⏱️ Duration & Quality > Just Hours My perfect sleep time is around 7.5–8.5 hours a night, with a more consistent ~10 PM bedtime. I don’t always hit the target (life happens), but consistency helps. Even more important than quantity is quality — especially enough deep and REM sleep. Here’s a quick refresher on the four sleep stages: 1. N1 – Light dozing 2. N2 – Body slows, real sleep begins 3. N3 – Deep (slow-wave) sleep for physical recovery 4. REM – Dreaming, memory, cognitive repair 🚫 Breaking Bad Habits One of my biggest obstacles? Screentime in front of my iPad or iPhone to check and answer emails. • Put my phone away ~30 minutes before bed • Use blue-light glasses if screens are unavoidable • Beside screentime avoid heavy late meals & alcohol 📉 Tracking Sleep I recently started to monitor my sleep. Personally, I am using the new Whoop to track sleep stages (light, deep, REM) and quality, measured recovery. I feel it gives particular at the beginning good insights to optimize sleep, but I am early in my journey here. Others I know like tracking via a ring more. Please comment or DM message me and love to hear your insights. Good night 💤💤💤, Joerg

December is my favorite month of the year. It’s packed with celebratory festivities, and rituals that represent the best things about life (e.g. rewatching classics like Harry Potter, Elf, Love Actually, Die Hard, etc. with a cup of hot cocoa in hand.) It’s also the month that leads to renewal, the January that represents a new start, do-over, and hope. Annual reflection and resolution planning is one of those rituals I look forward to the most in December. Here are the steps I’ve been following the past 4 Decembers: ⭐ Step 1: Reflection ⭐ 1) what are the highlights of the year, and why? 2) what are the lowlights of the year, and why? 3) what are your learnings from them? (how did they uplift you, drain you, or how could you have done differently?) ⭐ Step 2: Synthesis ⭐ 1) On a empty paper, draw a “spider chart” that comprises of 8-10 axises with 10 marks on each axis 2) Write down one thing that represent an aspect of your life at the end of each one of the axis. For example, I have “Mental Health”, “Environment”, “Personal Growth” on my chart. 3) For each of the axis that represent your life, score your level of satisfaction on the 10-mark line 4) Next to your score, write down 1-3 reasons that contribute to your score 5) Then write down another 1-3 things that you think can help move your score up 6) Pause and look at your chart, what stories or insights is it revealing? What feelings and thoughts are coming up for you? These are the signals for the next stage ⭐ Step 3: Intention Setting ⭐ 1) Reflecting on your feelings and thoughts from the previous stage, which ones of the axises/aspects would you like to focus on? 2) Are you ready to tackle all of these axis, or are yo ok with just focusing on a few things? 3) In each of your chosen aspect and the 2-6 things you had written down, circle the ones you’d like to focus on for 2024. Consider your resources, strengths, and values to help decide 4) Looking at the things you’ve written down, what is one word or the feeling that comes to mind? Write that down as your intention for 2024. ⭐ Step 4: Goal Setting ⭐ 1) On another paper, re-write the things you circled earlier as goals you’d like to achieve, following SMART format (specific, measurable, achievable, realistic, time-bound) 2) For every goal, write down one thing you can do every week that would contribute to achieving your goal. These are leading indicators that’ll lead to your accomplishment. 💡 Bonus step: put a recurring 30-min block on Fridays on your calendar as a reminder to schedule the actions and review your progress every week ................................................ 👭 👭 👭 👭 👭 👭 👭 👭 👭 👭 👭 👭 What are your favorite rituals or reflection practices you do? p.s. looking at my spider charts the past 4 years, and I realized how "striving a balance" is important to me 😆

The SEO Health Pyramid: How to Prioritize Efforts for Max Impact Most SEO strategies fail... Why? Because they start at the top of the pyramid. Wrong move. After auditing 100+ sites this year, I found the same pattern. Companies jump straight into AI experiments while their foundation crumbles. It's like installing a skylight while your roof leaks. The pyramid hierarchy matters for a reason: Business Alignment forms the base ↳ If SEO doesn't drive revenue, nothing else matters Technical Foundation comes next ↳ You can't rank if Google can't crawl Content Strategy builds on that stability ↳ Now you can match search intent User Experience accelerates results ↳ Speed and conversions multiply everything AI Integration caps it off ↳ Enhancement, not replacement The biggest mistake I see? Teams spend 80% of their time on AI tools and content. They ignore core technical issues. One client was using AI to generate 10k articles and their site had 50,000 broken internal links. Here's what actually moves the needle: - Align SEO with business goals. - Nail the technical basics. - Then, build topic authority with strategic content. - After that, optimize for user signals that Google tracks. - Finally, use AI to enhance what's already working. My best performing clients follow this exact sequence. They resist the shiny objects until their foundation is rock solid. Start at the bottom. Work your way up. Your rankings will thank you later. 🚀 ___ Loved these tips? ♻️ REPOST if this clarifies your SEO priorities. 👉 Follow me - Samy Thuillier - for SEO frameworks that actually drive business results.

Most applicants make the same mistake when creating their MBA school list. Often, when selecting schools, candidates focus on: - Rankings - What friends suggest - Random blogs While this are not wrong, there is a major gap. Half the schools on their list don’t actually fit their goals. Here’s a simple yet balanced framework I use with my candidates: 1. Start with your career goals: what do you want post-MBA? 2. Check for fit: networks, employment reports, culture. 3. Balance the list: ambitious, practical, and one wildcard. One of my clients wanted to move into Private Equity after the MBA. We used this exact approach: - Focused on schools with strong PE networks - Checked admit chances using past trends & GMAT data - Finalized 5 schools → 3 ambitious, 1 practical, 1 wildcard Result? He got admits at 2 of them If you’re applying in Round 1, take 30-minutes this week to pressure-test your list. Is it truly balanced… or just based on rankings?