Strategic objectives are the general areas in which your effort is directed to drive your mission and vision. With strategic objectives, the company moves from motive to action. Strategic objectives define what an organization intends to accomplish both programmatically and organizationally. Strategic objectives are articulated as broad categories that are non-measurable and continuous.
Realistic goals ought to serve as a tool for stretching a company to reach its full potential; this means setting goals high enough to be challenging to energize the company and its strategy. To help you write your strategic objectives, think about your answers to the following questions:
What areas do you need to be involved in to accomplish your vision?
In what areas will you continue being actively involved in for the next five years?
For example, a nationwide radio station, which broadcasts 24 hours a day, 7 days a week in 235 communities, would answer these questions with a summary of five strategic areas:
Audience engagement and community development
Audience reach and usage
Financial stewardship
Operational excellence
People development
Based on these five areas, the organization developed broad, continuous statements that articulated the strategic intent of each one — becoming the strategic objectives.