
When I talk to business owners and managers, I still come across quite a bit of confusion in understanding the difference between a business goal and business objectives.
One way to understand it is to think of the term goal as the overall place you want to go, and setting objectives as the steps you take to get there. Goals are related to the long-term and objectives to the short-term. A goal directly connects to the purpose of the business; objectives connect directly to the goal.
When you come up with goals, they relate to the vision of the business and its stated purpose. Goals are determined by those guidelines.
It is here where strategic planning is made and directed into specific activities that will show the steps that need to be taken to reach those goals. These series of steps are what the objectives are.
With the mission and purpose of the business or department, there can be no moving off of it; thus goals need to be solidly adhered to. With objectives, that is where essentially rules can be broken and the creative juices flow to attain the goal that is laid out.
This is where trial-and-error is initiated and anything can and usually does happen along the way. Research and testing is a big part of this process and is done continuously to see if you are on track to reach the stated goal.
You adjust, measure, respond, think, communicate, change, adapt; and all these types of things that are always part of a process. These are related to the objective part of the equation.
I hope this help those of you that get confused about these terms and what they practically mean within the operations of a business. Is there anything you can add to this that would help others to see clearer?
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When differentiating between goals and objectives, I teach clients to usethe following formula. Our company(department, etc.) will (insert goal here) in order to accomplish this goal we will(put as many objectives here as needed.)
Posted by: Michelle Neujahr | September 14, 2006 7:47 AM | Permalink to Comment