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Goals, objectives and targets
Differences between a current situation and a future aspirational state can appear as a deficiency or as a gap. Objectives and goals serve to eliminate this gap. Some writers distinguish between goals (inexactly formulated aims that lack specificity) and objectives (aims formulated exactly and quantitatively as to time-frames and magnitude of effect). For example, a gambler might have the ambiguous goal: "I want to get lucky tonight". Converting this into an objective, it might become: "I want to make $100 at the blackjack table by 8 o'clock tonight." Not all authors make this distinction, preferring to use the two terms interchangeably.
In the financial arena, or when talking statistically, one often refers to goals as "targets".
People typically have several goals at the same time. "Goal congruency" refers to how well the goals combine with each other. Does goal A appear compatible with goal B? Do they fit together to form a unified strategy? "Goal hierarchy" consists of the nesting of one or more goals within other goal(s).
One approach recommends having short-term goals, medium-term goals, and long-term goals. In this model, one can expect to attain short-term goals fairly easily: they stand just slightly above one's reach. At the other extreme, long-term goals appear very difficult, almost impossible to attain.
Strategic management jargon sometimes refers to "Big Hairy Audacious Goals" (BHAGs) in this context.) Using one goal as a stepping-stone to the next involves goal sequencing. A person or group starts by attaining the easy short-term goals, then steps up to the medium-term, then to the long-term goals. Goal sequencing can create a "goal stairway".In an organizational setting, the organization may co-ordinate goals so that they do not conflict with each other. The goals of one part of the organization should mesh compatibly with those of other parts of the organization.
Individuals within organizations will typically have personal goals. Although individuals often have goals that oppose organizational goals (such as having as high a salary as possible), if personal goals diverge too incompatibly from organizational goals they may result in limited progress towards the mere organizational goals.
Many objectives, goals and strategies often emerge in actual planning meetings. An approach has been suggested for ordering multiple objectives and strategies in a logical fashion.
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01-24-2006, 10:57 PM
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