THE DIFFERENCES BETWEEN GOALS, OBJECTIVES AND TACTICS
To ensure consistency in scoring, it is important that judges at all levels apply a common definition to goals, objectives and tactics. A simple way to separate them is:
Goals generally describe what the entrant wants to accomplish in the “big picture” sense.
Objectives are measurable and set targets.
Tactics describe how the entrant achieves the objective.
Goals
• There should be only one or a very few goals.
• Goals should be broad, futuristic, directional, long term.
• Goals can relate to the organizations strategic business plan and/or its long-term vision.
• Goals do not need to be directly measurable.
Objectives
• Objectives should clearly define the desired outcome:
- What do I want my audiences to do, not to do or let me do?
- Where am I now? Where do I want to be?
- Am I trying to motivate action? Change attitude? Behavior?
• Objectives should logically explain and define how the goal will be met.
• Objectives should be measurable by quantity, time, cost, percentages, quality or other criteria.
• Objectives should seem realistic, believable and legitimate.
You can use the SMART formula to determine the strength of an objective.
Specific: Describe a desired outcome
Measurable: Verifiable — quantified where possible (i.e., volume, dollar, value, frequency, timeliness, cost, etc.) or described (identifying criteria for measurement and success factors)
Achievable: Challenging but within the range of influence
Relevant: Contribute to broader efforts in a meaningful way
Time-frame: Include a completion date, if appropriate
