Objectives

Your objective defined in a single sentence should be:

• Qualitative and inspirational. The objective is designed to get people jumping out of bed in the morning with excitement.
• Time-bound. You want it to be a clear sprint toward a goal, doable in a month or a quarter.
• Actionable by the team independently. Your Objective has to be truly yours, and you can’t have the excuse of “marketing didn’t market it.”