ABSTRACT
Strategic objectives are long-term organization-wide goals that support the strategic mission and vision. Objectives capitalize on the core competencies of the organization and respond to internal and external influences in order to drive the organization in the right direction. A lack of strategic alignment means that a specific objective is a good idea but not necessarily in line with the strategic mission and vision. Focusing too much on symptoms means that the objectives are designed to cover up the evidence of a problem but do not clearly address the problem itself. An inclusive list of objectives will make the strategic mission applicable to all perspectives and priorities throughout the organization. Designing objectives that are customer centric means that each objective has a clear connection to what matters most to the client. Strategic objectives will generate business metrics, which means that objectives must be measurable.
