An Objective is something toward which work is to be directed. It may be a strategic position to be attained, a purpose to be achieved, a result to be obtained, a product to be produced, or a service to be performed.
Objectives provide clear direction and measurable intent across projects, programs, and portfolios. They form the foundation for defining scope, prioritizing efforts, and evaluating success.
Characteristics of an Objective
- Action-Oriented – Represents a clear, purposeful target
- Strategically Aligned – Supports organizational goals or mission
- Measurable – Tied to quantifiable outcomes or performance indicators
- Time-Bound – Intended to be achieved within a defined timeframe
Example Scenarios
- Launch a mobile app that reduces customer support requests by 25%
- Achieve a 10% increase in operational efficiency within two quarters
- Expand service offerings to three new markets by year-end
Why Objective Matters
- Clarifies Direction – Guides teams toward purposeful outcomes
- Enables Strategic Execution – Connects daily work to high-level vision
- Drives Prioritization – Helps allocate time and resources effectively
- Supports Performance Tracking – Forms the basis for evaluating success
See also: Business Objective, Outcome, Deliverable, Strategic Alignment, Key Performance Indicator (KPI).