Do you struggle setting objectives for people? Do you find that the achievement of the goal is less than clear? Often this is because they are not true goals...you are using a strategy rather than an objective goal. An example: Increase product performance by increasing product placement. This is a strategy not a goal.
The goal would be. Achieve a 20% increase in product performance at retail by December 2006.
An objective might be - Increase the product team by 2 people by the end of the quarter.
The strategy - Increase product placement at retail by aggressively expanding our customer base.
The goal needs to be specific and focus on the measurement. The objective is a step towards achieving the goal and the strategy explains the support required and how the goal will be achieved.
Goals are a key management tool - are your goals specific and measureable?