Goals and objectives

Colleagues,
 
Most strategic plans include objectives. Traditionally, objectives are the steps that lead to completion of the goal. 
 
For example, my first goal (shared yesterday) is:

1. Grow email list to 10,000 subscribers with 25% open rate

 
A traditional set of objectives would be something like:

• Increase list to 500 by end of 2021
• Increase list to 1,000 by end of 2022
• Increase list to 5,000 by end of 2023

 
Essentially, this form of benchmark serves as an evaluation measure to see whether or not we are on track.
 
Again, that is an outcome focused approach, but our MVP is a process-driven effort, so we aren’t doing objectives that way! In fact, my personal MVP has no objectives. Instead, I used multiple sets of goals:
 
Goals (12 months)

• Create a positive growth trend for the email list
• Increase number and diversity of clients
• Refine APEx model

 
Goals (Immediate)

• Establish and execute writing/publication schedule
• Establish and execute marketing plan
• Break out of comfort zone

 
Some of them read a bit like traditional objectives, but they aren’t. My 12-month goals aren’t about reaching hard targets, they are about establishing a direction.
 
In contrast, my immediate goals consist of the three things I must do in order to start moving forward.
 
As you can see, we don’t need to be overly concerned with the technical accuracy of our goals and objectives. This is an MVP and if the “goal” works for you then it is fine.
 
Step 1: Review your goals from yesterday. If you did 3-5 year goals, consider establishing some shorter term goals/objectives. An easy way to do this is to think about the initial things that need to happen in order to start progressing.
 
Cheers!
 
Frederick