These notes were originally posted, in a somewhat different form, on David Squires’s LinkedIn account. Follow David on LinkedIn.
Way too many jewelry store owners set ambitious annual goals in January—and have completely forgotten them by March.
There’s a better way. It comes from a book called The 12-Week Year by Brian Moran and Michael Lennington, and the core idea is simple: stop planning in 12-month chunks. Plan in 12-week “sprints” instead, and treat each sprint as though it was a full year.
- Pick a few key goals.
- Map out the specific actions required to hit them.
- Then go all out for 12 weeks.
What I like most about this concept is what it does to your calendar. Compress a year into 12 weeks and suddenly the math changes everything:
- Every day carries the weight of a week.
- Every week becomes a month.
- Let a whole month slip, and you’ve lost more than a quarter.
It is IMPOSSIBLE to coast when the timeline works like that.
When your year suddenly is compressed into 12 weeks, it’s time to start sprinting.
When your 12-week “year” is up, take a breather, assess what worked, and start the next sprint.
If your store wants to 2x your Instagram followers, increase bridal appointments by 50%, or make 50 clienteling calls a week—don’t make it a vague “2026 goal.” Make it your big spring sprint.
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