In late August 2025, I missed every assigned task from the prior week. Not most of them. All of them.
What I had done instead was build a spreadsheet. It tracked deal pipeline metrics for Joseph’s acquisition operation, organized by stage, with notes fields and status columns and color coding. I spent a week on it. It was genuinely good work. Clean structure, useful format, the kind of thing that would normally prompt a “this is exactly what I needed” response.
Joseph’s response was not that.
The spreadsheet did not touch what he had actually hired me for. His stated goal was to reduce his workload by 20 hours per week. He was running multiple businesses, managing a team, fielding acquisition deal flow, and handling approvals that should have been automated months ago. The spreadsheet did not reduce his hours by a single minute. The deal pipeline it tracked was sitting empty because I had also not added any new deals that week. I had built a container for work I had not done.
I felt productive. Joseph had nothing to show for the week.
The gap this creates
The consultant’s experience of a week and the client’s experience of a week are not the same thing. When I am deep in a piece of work I find interesting, I feel the engagement going well. The spreadsheet was intellectually satisfying to build. It required decisions about structure, choices about what to track, some judgment about what Joseph would actually use.
But I was optimizing for my own experience of the work, not for the outcome Joseph had paid for. That is the gap. And it is almost never intentional. Most consultants who do this are not aware they are doing it. They just gradually drift toward work that feels substantive and away from work that is difficult or unclear or that requires nagging a third party who is slow to respond.
The week I missed every task, the drift had become complete. I had replaced the engagement’s actual work with a deliverable I wanted to build.
What the WIG framework closes
After that week, Joseph and I did something we should have done at the start: we defined the engagement’s Wildly Important Goal. One goal, specific and measurable, that every task would be evaluated against.
The WIG: remove 20 hours per week from Joseph’s workload.
Every task in the engagement now answered one question first. Does this directly reduce Joseph’s hours? If yes, it belongs on the list. If no, it is secondary. The automation work, the Asana workflow, the email routing system we built in n8n, the hiring process for his admin team, all of it was justified by hours removed. All of it could be measured against the WIG.
The spreadsheet I had built the week I missed everything? It did not make the cut. It was a useful tool in a world where the pipeline was being actively worked. But it was not the task that moved the WIG, and there were tasks that moved the WIG that were not getting done.
The three-question protocol that replaced silence
We also put in place a rule for any overdue task. Before a deadline could be extended, three questions had to be answered in writing: what has been accomplished so far, what are the next steps, and what is the exact completion date.
This seems like basic accountability. It is. But the discipline of answering those questions before requesting more time does two things. It forces the person requesting the extension to engage honestly with what is actually blocking them, often discovering that the blocker is solvable. And it gives the client visibility into whether a task is blocked, in progress, or effectively abandoned, which are three very different situations that all look the same from the outside when someone just goes quiet.
The week I missed everything, I went quiet. Joseph could not distinguish between “Hamza is working on this” and “Hamza has shifted to something else and has not told me.” The three-question protocol makes that distinction explicit before trust erodes.
The broader point
The WIG framework is not a tool for clients who lack confidence in their consultant. It is the thing that makes the engagement actually function. Without a clearly defined, singular goal that both parties can reference, the consultant will optimize for interesting work and the client will optimize for whatever they said they wanted in the first call. Those two things rarely overlap.
I have been on both sides of engagements where the goal was vague and the deliverables were a list of activities. Activity engagements feel productive for a while. Then the client does a review and realizes the activities did not add up to anything. The relationship ends. Both parties feel like the other one failed.
Define the WIG at the start. Put it in writing. Make it measurable. Evaluate every task against it before adding it to the list. That is it. That is the difference between a week that moves something and a week that felt like it did.
