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From: Mike Kubasak
What is the objective of setting objectives?
Objectives are not fate; they are direction. Peter F. Drucker
Whether you are a CEO, owner, manager, or staff member, I want to encourage you to set objectives. High-quality objectives are fundamental to achieving success of any worthwhile endeavor, especially your business, a career, a particular project or in helping you determine direction.
To be most effective, objectives must be specific…they must be measurable…must cause action…be within a certain amount of time…and must be realistic so that they are achievable. As example, setting an open-ended goal of increasing the number of clients you serve by 50% in one year may not be realistic and/or achievable, and is devoid of many of the above principles.
Objectives by themselves are only good intentions. They must cause "work" and work is always specific, should be measurable, have a deadline, and include accountability.
What’s a proper way to use objectives? Try the way an airline uses schedules and flight plans. The schedule provides for the 9 AM flight from Los Angeles to get to Boston by 5 PM. But if there is a blizzard in Boston that day, the plane will land in Philadelphia instead. The flight plan provides for the plane to fly at 30,000 over Denver and Chicago, but if the pilot encounters turbulence, he will ask flight control for permission to fly at 35,000 and fly over Minneapolis and Montreal.
No flight is operated without a schedule and flight plan. Objectives are not fate; they are direction. They are not commands carved in concrete but they are commitments. They do not determine the future…they are a means to gather the energies of the company for the making of the future.
My objective: To work with you, within your parameters and help you establish specific, achievable, and measurable objectives to improve your business and personal well being. Don’t know what to do…stuck in mud…afraid to move…uncertain of your direction or that of your business…worried about the future…call the ‘funeral director’s coach."
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