FT Essential Guide to Developing a Business Strategy

2

Setting goals and objectives

“Goals allow you to control the direction of change in your favor.”

Brian Tracy

In this chapter

• Setting long-term goals
• Setting SMART objectives

You now know your business, but where do you want it to be in three to five years’ time? What sort of a firm do you want it to be? On which parameters will you measure performance success?

What are the aims of your firm?

There are numerous treatises written on the relative merits of a company articulating its vision, mission, aims, purposes, goals, objectives, values, principles, ideals, beliefs, principles and so on and so forth. The sound of hair splitting can ...