Formulating a Strategy, Setting Objectives

Lately, I’ve been involved with a committee that’s been developing a three year strategy. They’re not ITIL people. Many are not managers at all. Their stated objective was to develop a strategy that was “aspirational”. They argued that without aspirational objectives the strategy would not be challenging enough in today’s tough climate.

This set me thinking.

I agreed entirely with their sentiments but I was concerned they would fail because the objectives / goals they were setting were not SMART. By that I mean they needed to be:

• Specific
• Measurable
• Achievable (Attainable)
• Relevant
• Time Bound

Setting a challenging goal can sound quite specific (e.g. reduce expenditure by 75%, increase profits by 50%) but without any hint / outline of how this is to be achieved it fails the “Achievable” criterion. When the goal stretches beyond what is possible it fails the “attainable” criterion.

What we need to do is to take each of the goals we set ourselves and break them down into lower-level SMART objectives that, much more specifically, state what is to be done, by whom and by when and how this is to be achieved – the road map if you like.

A specific goal will usually answer the five “W” questions:

  • What: What do I want to accomplish?
  • Why: Specific reasons, purpose or benefits of accomplishing the goal.
  • Who: Who is involved?
  • Where: Identify a location?
  • Which: Identify requirements and constraints.

The Achievability term stresses the importance of setting goals that are realistic and attainable. While an attainable goal may stretch a team in order to achieve it, the goal should not be extreme. That is, the goals are neither out of reach nor below standard performance, as these may be considered meaningless.

When you identify the goals that are the most important to you, you begin to figure out ways you can make them come true. You develop the attitudes, abilities, skills, and financial capacity to reach them. Attainable goals encourage goal-setters to identify previously overlooked opportunities that will bring them closer to the achievement of their objectives.

Stuart Sawle