Chapter 3Echeloned Growth Objectives

The 7 Essential Areas of Objectives

Rarely do mid-sized businesses have clearly defined innovation and marketing objectives—let alone in all seven areas. The following seven areas are “essential” because every organization must set objectives for each of them, or risk seriously limiting their growth potential. In turnaround or accelerated-growth mode, you should look at each area from the standpoint of what will accelerate growth to the maximum extent without undue risk. Most of your objectives can be skewed toward an intensified focus on growth, which will have a positive impact on your results.

You must have your team go through an objective-clarification exercise for all of these areas. This does not need ...

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