Objective: what it is and what it means

A useful objective is a qualitative sentence that describes a desired state of the company at the end of the quarter, worded so that it is memorable and verifiable. It lets you answer the question "if we do X, does it bring us closer to this objective or further away?". Three operational criteria define a well-worded objective: memorability (it can be recalled without reading the document, in 10-15 words of plain language), ambition (it requires an actual change in behavior or priorities; it does not describe routine), alignment (it connects to an annual goal or to a priority of the strategic plan).

Distinctive: desired state
Distinctive: memorable and verifiable
Essential: qualitative sentence
Essential: end of the quarter
Essential: plain language
Constant: actual change in behavior or priorities
Constant: connects to an annual goal or to a priority of the strategic plan

Glossary

Objective

A qualitative sentence that describes a desired state of the company at the end of the quarter, worded so that it is memorable and verifiable.