Objective

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Concise statement articulating a specific component of what the strategy must achieve/what is critical to its success. Each perspective usually contains 3-6 primary objectives that state a key aspect of the strategy to be achieved over the next 3-5 years. Objectives are best stated as action phrases (verb/object) and may include the means and/or desired results as well as the action.

Examples:

• “Increase Market Share Through Current Customers” (Financial)
• “Be Service Oriented” (Customer)
• “Achieve Order Fulfillment Excellence Through On-line Process Improvement” (Internal)
• “Align Incentives and Rewards With Employee Roles for Increased Employee Satisfaction” (Learning & Growth).