14th January 2021

Your goals are nothing without action

Happy new year everyone and I wish you all health, happiness and success in 2021. Last time I talked about goals as part of a Covid action plan and this week when many people are talking about New Years resolutions, I’d like to highlight a business tactic that will last beyond the second week in January! and that is business objectives.

Objectives are the actions you take to make your goals a reality. Many people are confused about the difference between goals and objectives and worry it’s just more business jargon. There are clear differences between them.

Goals establish where you intend to go and tell you when you get there. The more carefully you define your goals, the more likely you are to adopt good habits and achieve what you wanted to accomplish in the first place.

Objectives on the other hand are the specific steps you and your company need to take in order to reach each of your goals. They specify what you must do and when by.

Put simply, goals tell you where you want to go, while objectives then highlight exactly how to get there.

For example, your goal might be to attain 10 new clients in the next three months.

Your objectives could be:

• Identify the right type of client for my business proposition.
• Approach 3 professional connections to establish do they have these types of clients
• Produce 7 weekly social media posts aimed at attracting the type of clients you have identified
• Ask 20 clients for referrals to these types of clients
• Create 1 page dedicated to these clients on your website which has the right messages aimed at them.

Together, goals and objectives create a route map for your company’s future. Without them, you are at  risk of taking the wrong direction and wasting precious resources.

How to set meaningful objectives?

To set the best objectives possible, you need to take these steps:

1. Make sure every action is consistent with your vision and your goals.  Too many of us become side-tracked with a workload that diverts us from our goals. Unrealistic or poorly defined objectives will only lead to failure and demotivate everyone. Ensure that your business plan and marketing strategy contain the objectives that are driven by the goals you have set for yourself and your business. 
2. Create a lasting schedule. Schedules are powerful because they give you a sense of purpose, direction and urgency. You need to set timescales for each objective and ensure you and your team are aware of who has to do what, when it needs to happen and how it will be done. 
3. Map out as many actions as possible. I like to think of the planning and implementation process as a learning experience. You are highly unlikely to be able to imagine and account for everything at the start of the process. Write down your goals and map them out with each step that needs to be taken to achieve them. This is just the start as this should be a living document which is added to as circumstances change. This will then form the basis for the objectives you will set as an individual and a business 
4. Your business objectives need to be shared and owned by all. The great thing about setting better objectives is that when you do act, you should be taking actions that everyone is aware of and is right behind. That unity of shared purpose is the strength that will deliver success. Don’t impose your objectives on other people. Everyone involved should agree on them and be happy to take responsibility for making them happen.

The most important piece of advice I can give you is keep it simple. Don’t make the objective setting process too complex or bureaucratic. It should be a fun and energetic part of your business and marketing action plans. They should always focus on what’s easy to follow and be relevant.

Setting business objectives is about creating the platform for taking more effective action. Many businesses take actions, but the real winners are those that take the right actions.

This objectives template may help you be one of those winners. 

John Joe McGinley, Glassagh Consulting