Building Your Plan

Choosing Your Strategic Objectives (4 mins)video

There is often confusion over what precisely a strategic objective is and how it differs from a goal. Erica Olsen sets the record straight in this Whiteboard session: Strategic objectives are like mini vision statements for different areas of your organization that set the framework for the rest of the strategic plan. This step forms a bridge from overall strategy to the specific organizational goals. Strategic objectives differ from goals in that strategic objectives are broad, 3-5 statements whereas goals are specific 1-3 year objectives.
For more resources on building your strategic plan, view the Essentials Guide to Strategic Planning.


  1. Choi Mina
    Jul 25, 2015 @ 04:38:19

    She’s great, and so is the presentation.


  2. Ayanna M.
    Aug 14, 2016 @ 09:31:39

    It seems these terms are used interchangeably throughout the strategic planning arena. It was my understanding that goals in general provide purpose,determine the direction of movement and are broad statements; short term goals are 1-3 years, long term goals are 3-5 years while objectives are the specific actions to reach the goal. Clarification on this point would be awesome. Thank you.




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