I am lucky enough to have worked with some interesting businesses over the years and the ones that survive the test of time always have defined objectives.

You have to start off with the vision and then move onto the question of (what are our goals), then define the objectives around the goals. Once the objectives are defined then a plan of action can be produced to achieve each one documented.

This is how businesses stand the test of time and adopt the continual improvement methodology, by having clear achievable defined objectives.

How to Create Objectives That Work

Effective objectives that help everyone achieve a company’s goals follow the SMART outline:

  • Specific: Objectives assign direct responsibility and are clear.
  • Measurable: The progress while working on the objectives must be measurable. There must be regular reporting to management and employees about where they stand in their progress toward achieving the objectives
  • Attainable: Employees must believe they can accomplish the objectives; otherwise, they will not even try.
  • Relevant: Objectives must align with the goals of the company. Each objective should be a piece of the puzzle that makes up the steps of the company’s direction.
  • Timely: Objectives must have a time limit. Without a time constraint, employees will relax their efforts and not work on their responsibilities with any sense of urgency.

Goals and Objectives

Goals describe where the Managing Director wants the company to go, objectives define how to get there. Businesses that do not identify their long-term goals and do not create working objectives, will grow and develop a lot slower than other businesses if they grow at all.

Where you will fail

I have seen companies build a Management System and list objectives because it’s a clause in one of the standards in order for the business to achieve accreditation just so they have a nice certificate that can hang on a wall. The business misses the point and doesn’t understand why objectives have been identified in the first place. A business needs a progression route and structured objectives keep you focused towards the end goal.

Its a proven fact that if you want growth and want to develop into a world class business, you need objectives specific to your specialized sector.

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