Making Objectives More Actionable

To make objectives more actionable, there are five essential questions to consider:

1. Incremental vs. Leap or Discovery

• Incremental Change: Describe objectives that are small improvements to the status quo. Example: Increasing sales by 5% can significantly stretch the team.
• Leap or Discovery: For radical changes, objectives may involve inventing new products or exploring new audiences.
• Considerations: The language in the objective should match the level of change desired. Be clear about the stretch and avoid overwhelming or underwhelming objectives.

2. Specificity

• Importance of Specificity: Vague goals are weak; specific goals provide clarity and direction.
• Example: Changing a goal from creating the "best content" to the "most useful leadership resources for new managers" adds specificity.
• Balance: Avoid being excessively specific to prevent objectives from resembling task lists.

3. Action-Oriented

• Language Matters: Use action-oriented verbs to inspire specific key results.
• Example: "Own our customers' issues and fix them" is more empowering than "improve our customer service."
• Evoking Action: Ensure the objective language evokes the desired action.

4. Conciseness

• Simplicity: Avoid verbose or jargony language. Clear and direct language connects better with the team.
• Example: "Be the home of commerce in the Northeast" is more concise than a longer explanation.

5. Memorability

• Stickiness: Tie objectives to a higher purpose to create memorable and impactful objectives.
• Big Picture: Help the team understand their role in the larger context.

By addressing these questions, objectives can be more actionable, motivating, and aligned with strategic goals.