If situation analysis is a snapshot of what’s happening, your objectives are a snapshot of the future. When setting objectives, you define what success will look like, in terms of specific and measurable outcomes.
The objectives must describe the quantifiable results that must be achieved to address:
- the problem targeted in the issue question
- the critical elements identified in your situation analysis
An objective usually begins with a qualitative statement, such as become the number one brand. But objectives must always be smart.
Accurate, appropriate measures are crucial when defining objectives that address all the major aspects of the situation analysis and issue question.