3 Steps to Identify the Right Strategic Goals for Your Company

In setting strategic objectives, companies usually end up with a list of worthy but vague aspirations. The secret to getting a list of clearly defined and measurable objectives is to anchor them in what you, as a company’s leaders, want to get from your stakeholders. This leads you to defining desired behavioral outcomes, even fairly obvious ones like buying more. The debate can then move to thinking about how to trigger that behavior, and progress toward these outcomes can be described in measures that are in dollars, like revenue; quantities, like units sold; or percentages, like market share. Thinking in this way sounds prosaic, even obvious, but it is an effective way of getting a management team to think clearly about what they need to do.