When and how to Set Strategic Objectives

Article By
James Cumming
James Cumming
Posted On19th December 2023

Setting objectives is a fundamental aspect of effective leadership, providing a roadmap for organisations and individuals to achieve their goals. In this comprehensive guide, we will delve into the essence of objectives, exploring their significance, benefits, and the strategic considerations behind their formulation. If you are steering a business or seeking personal development, understanding how to articulate, assess, and align objectives is key to your success.

Understanding Objectives: What Are They and Why Do We Have Them?

Objectives are specific, measurable, achievable, relevant, and time-bound (SMART) targets that guide actions and decisions. Those objectives will then serve as the building blocks of success, offering clarity and direction to both leaders and their teams.

  1. Clarity of Purpose: Objectives articulate the purpose and direction of an organisation or individual. They answer the fundamental question: “What are we trying to achieve?”
  2. Motivation and Focus: Clear objectives motivate individuals by providing a focal point for their efforts. This helps everyone understand their role in achieving a common goal, collective motivation and focus increase.
  3. Measurement and Evaluation: Objectives offer a measurable framework for evaluating progress. They provide benchmarks against which performance can be assessed, aiding in the identification of strengths and areas for improvement.

The Benefits of Setting Objectives

Setting objectives yields a plethora of benefits for leaders, teams, and individuals alike. Let’s explore these advantages:

  1. Alignment of Efforts: Objectives align everyone towards a shared purpose, fostering collaboration and synergy within the team or organisation.
  2. Enhanced Decision-Making: Clear objectives provide a basis for informed decision-making. Leaders can assess options against established goals, ensuring choices are in line with the overarching strategy.
  3. Improved Performance: Objectives set performance expectations, motivating individuals to achieve their best. Regular assessment against objectives helps identify and address performance gaps.
  4. Adaptability: If we plan well-structured objectives, this allows for adaptability in a dynamic environment and helps leaders to pivot their strategies while ensuring alignment with the ultimate goals.

Strategic Objectives: The Backbone of Organisational Success

Strategic objectives form the backbone of organisational success, guiding long-term planning and decision-making. Here’s how leaders can develop and articulate strategic objectives effectively:

  1. Alignment with Mission and Vision: Strategic objectives should align seamlessly with the organisation’s mission and vision, ensuring a cohesive and purpose-driven approach.
  2. SMART Criteria: Apply the SMART criteria to strategic objectives, ensuring they are Specific, Measurable, Achievable, Relevant, and Time-bound. This ensures clarity and accountability.
  3. Prioritisation: Prioritise objectives based on their impact on the overall strategy. This ensures that resources are allocated efficiently to achieve the most critical goals.
  4. Stakeholder Involvement: Involve key stakeholders in the development of strategic objectives to gather diverse perspectives and foster a sense of ownership among the team.

Crafting Effective Objectives: The Art of Wording

The language used in articulating objectives plays a crucial role in their effectiveness. Here are some tips for crafting objectives with precision and impact:

  1. Use Action Verbs: Begin objectives with action verbs that clearly convey the intended outcome. An example of this when talking about improving on the Market Share, we could say “Increase market share by 10%” which is more impactful than “Improve market share.”
  2. Be Specific and Concrete: Avoid vague language. Specify exactly what needs to be achieved and provide quantifiable metrics for success.
  3. Consider Stakeholder Perspectives: Craft objectives that resonate with stakeholders. Understand their priorities and concerns, tailoring objectives to address shared goals.
  4. Ensure Clarity: Objectives should be easily understood by all stakeholders. Ambiguity can lead to confusion and hinder progress.

Assessing Objectives: Monitoring Progress and Driving Improvement

The journey towards achieving objectives doesn’t end with their formulation. Regular assessment and adaptation are critical components of successful objective management:

  1. Establish Key Performance Indicators (KPIs): Define KPIs aligned with each objective to quantitatively measure progress. These indicators serve as benchmarks for success.
  2. Frequent Evaluation: Regularly assess progress against objectives. This can involve weekly check-ins, monthly reviews, or other cadences, depending on the nature of the objectives.
  3. Adaptability: Be prepared to adapt objectives in response to changing circumstances. Flexibility is essential for overcoming unforeseen challenges.
  4. Celebrate Achievements: Acknowledge and celebrate milestones and achievements along the way. This fosters a positive work culture and motivates individuals to persist in their efforts.

Business Objectives vs Employee Objectives: Bridging the Gap

While business and employee objectives may seem distinct, aligning them is crucial for overall success. Here’s how leaders can bridge the gap:

  1. Clear Communication: Clearly communicate how individual employee objectives contribute to broader business goals. This enhances understanding and motivation.
  2. Alignment of Incentives: Align incentives to ensure that achieving individual objectives aligns with the success of the business. This creates a mutually beneficial relationship.
  3. Regular Feedback: Provide regular feedback to employees on their performance against objectives. This helps them understand their impact on the organisation and course-correct if necessary.
  4. Encourage Collaboration: Foster a collaborative environment where employees can see how their contributions fit into the larger organisational picture. This enhances teamwork and collective success.

Conclusion: Empowering Leadership Through Effective Objective Setting

In conclusion, effective leadership involves mastering the art of objective setting. Whether guiding a business or personal development, the ability to articulate, assess, and align objectives is paramount. By understanding the significance of objectives, embracing strategic thinking, and fostering adaptability, leaders can steer their teams towards success. Objectives serve not only as a roadmap but as a source of motivation and collective purpose, propelling individuals and organisations towards their fullest potential.


At re:find we have been in Executive Search for over 20 years. We believe that recruitment is not a one-off transaction but rather a long-term partnership. We aim to build long-term relationships with our clients, providing ongoing support and advice to help them find and retain the best talent for their organisation.

In addition, as a business, we understand that every organisation is unique and that there is no one-size-fits-all solution when it comes to recruitment. That’s why we offer bespoke recruitment solutions that are tailored to meet the specific needs of each client. Whether you need help with a single hire or a full recruitment campaign, we can help.

We are committed to providing our clients with the highest quality service. As part of this, we ensure that we take the time to understand your organisation’s culture and values, as well as the specific skills and experience needed for each role.

For more information on our executive search practice and our CCS framework
please get in touch with our Managing Director, James Cumming.

Recent Posts

How to ‘Flex Work’ in the Pharmaceutical Industry?

read more

Women Leading the Way in Aviation

read more

HR Transformation: Everything You Need to Know

read more

subscribe to our blog

Join our members list
to receive the latest insights.

    Enter Your Email