Structuring Objectives Objectives need a beginning (an action), a middle (the condition) and an end (the result/when):
Beginning
Middle
End
Use an active verb i.e. a doing word
End with a measurement in quality, quantity, time or cost
Achieve
State what has to be achieved (and where appropriate, for who or on what it’s being done) £500,000 500,000 of commercial new business
By end 2012
Increase
Quality of new business quotations
To 95% by 31 August
Reduce
Cost of printing by 10 % to £30,000
By end of next quarter
Review
New business processing service standards
By 31/12
Design
A one day writing objectives training course for managers
By delivering this in May
Evaluate
Effectiveness of the new business process Within 8 weeks for product X
Develop
6 new accounts in Ireland
st
Before the end of the financial year
Using this method you can write SMART objectives Achieve £500,000 of commercial new business by 31st December 2012 Carry out rigorous performance management for direct reports during 2012 Reduce loss ratio by 2% by the end of quarter 4 2012 Develop and implement a cross-selling cross programme for stand-alone alone businesses by end of quarter 4 2012
…BUT, is this enough?