It is shown that the results and effects obtained by organizations in the implementation of activities depend on the goals. The approaches to goal setting are considered. The stages of development of society and organizations are characterized: changes in organizational structures, values and goals of activity in accordance with the spiral dynamics and methodology. It is determined that the growth, which was a traditional indicator of the success of the campaigns of the twentieth century, can no longer be the main goal and key result. Entrepreneurs are indicators of social change, their attention is increasingly focused on the long-term consequences of activities in accordance with the paradigm of sustainable development. The color characteristics of the organization affect the results obtained and how to manage the processes of their achievement.
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