The Objective is a qualitative, inspiring, and overarching goal that the team or individual aims to achieve within a specific timeframe (typically a quarter). Objectives should be concise, clear, and motivational to help the team focus on what’s important.
- Example: "Increase brand awareness and customer engagement."
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Characteristics of a good Objective:
- Inspirational and motivating.
- Actionable, not vague.
- Time-bound (usually quarterly).
- Aligned with the organization's strategic direction.
Figures 4-1 to 4-3 show how objectives are defined in AI-enabled digital OKR tools:
Figure 4.1: Adding Objectives Using an AI-enabled Digital OKR Tool (Source: Vabro)
Figure 4-1 above displays an interface for adding organizational goals, specifying the goal owner, time period, and privacy settings within a structured dashboard.
Figure 4.2: Setting Objectives in an AI-enabled Digital OKR Tool (Source: Click-up)
Figure 4-2 above shows a goal-tracking dashboard showing progress on the objective ‘increasing brand awareness and engagement’, with assigned tasks and completion percentages.
Figure 4.3: Creating Objective Using Template (Source: Profit.co)
Figure 4-3 above shows the "Create Objective using Template" window in Profit.co, listing predefined objectives like automating order management, delighting customers, and delivering amazing customer support.