An objective is a specific and aspirational statement that captures a desired outcome. Objectives are a key component of the Objectives and Key Results (OKR) framework, which is used by organizations to set and achieve goals.
Objectives should be specific, inspiring, and challenging, yet achievable. They should align with the company's mission and overall strategic priorities. Objectives should also be measurable so that progress can be tracked over time.
For example, an objective might be to increase market share by 20% within the next year. This objective is specific, measurable, and challenging, yet achievable. It aligns with the company's overall mission of growth and reflects a desired outcome that is critical to the success of the business.