## Intro [(00:00:00)](https://www.youtube.com/watch?v=cr8fy2k2_ac&t=0s) - The topic of discussion is writing better objectives, which is considered a fun topic by Erica Olson from On Strategy. [(00:00:14)](https://www.youtube.com/watch?v=cr8fy2k2_ac&t=14s) - Poorly written objectives can lead to difficulties in remembering their purpose and importance after a month or a few months have passed. [(00:00:22)](https://www.youtube.com/watch?v=cr8fy2k2_ac&t=22s) - The goal is to write great objectives and key results for the current cycle, and a walkthrough will be provided on how to achieve this. [(00:00:37)](https://www.youtube.com/watch?v=cr8fy2k2_ac&t=37s) ## Plan Structure [(00:00:41)](https://www.youtube.com/watch?v=cr8fy2k2_ac&t=41s) - The plan structure consists of multiple levels, starting with the top level of strategic goals [(00:00:41)](https://www.youtube.com/watch?v=cr8fy2k2_ac&t=41s). - Underneath the strategic goals are the annual objectives, which then cascade to key results or initiatives [(00:00:50)](https://www.youtube.com/watch?v=cr8fy2k2_ac&t=50s). - The layer of annual objectives is also referred to as the SMART layer, focusing on specific deliverables, impact, and outcomes for the business within the current year [(00:01:00)](https://www.youtube.com/watch?v=cr8fy2k2_ac&t=60s). - This SMART layer should be specific about what the business wants to achieve in terms of deliverables, impact, and outcomes [(00:01:04)](https://www.youtube.com/watch?v=cr8fy2k2_ac&t=64s). - The first tip for writing better objectives is to ensure clarity and specificity in this SMART layer [(00:01:11)](https://www.youtube.com/watch?v=cr8fy2k2_ac&t=71s). ## Communication [(00:01:12)](https://www.youtube.com/watch?v=cr8fy2k2_ac&t=72s) - Objectives should be written in a manner that communicates impact or outcome, focusing on what outcome is being delivered to the business [(00:01:14)](https://www.youtube.com/watch?v=cr8fy2k2_ac&t=74s). - The objective should be measurable, either by including the measure in the objective statement or as a separate idea, to ensure it can be tracked and evaluated [(00:01:27)](https://www.youtube.com/watch?v=cr8fy2k2_ac&t=87s). - A well-written objective should be a top focus of the organization or team, requiring contribution from one or more functional areas or teams to achieve [(00:01:41)](https://www.youtube.com/watch?v=cr8fy2k2_ac&t=101s). - It is essential to articulate why the objective matters to the business, either within the statement or as additional context, to provide clarity on its importance [(00:02:03)](https://www.youtube.com/watch?v=cr8fy2k2_ac&t=123s). - Objectives should be written using specific, concrete language, avoiding fluffy words and focusing on real outcomes, with "concrete" being a more suitable descriptor than "specific" in some cases [(00:02:14)](https://www.youtube.com/watch?v=cr8fy2k2_ac&t=134s). - Using concrete language helps to avoid being too narrow or specific, allowing for a clearer understanding of the desired outcome [(00:02:27)](https://www.youtube.com/watch?v=cr8fy2k2_ac&t=147s). ## Examples [(00:02:37)](https://www.youtube.com/watch?v=cr8fy2k2_ac&t=157s) - A good objective might be to "strengthen our brand," but this is a relatively vague statement [(00:02:37)](https://www.youtube.com/watch?v=cr8fy2k2_ac&t=157s). - A better objective would be to "strengthen our brand to be positioned as a thought leader in our industry," which provides more context and a clearer direction [(00:02:51)](https://www.youtube.com/watch?v=cr8fy2k2_ac&t=171s). - The best objective would be to "build a thought leadership platform to position ourselves as a top market leader," which is more concrete and measurable, with possible metrics including ranking sites and [[Google]] rank, as well as media requests [(00:03:08)](https://www.youtube.com/watch?v=cr8fy2k2_ac&t=188s). - The "good, better, best" approach can be used to evaluate and improve objectives, ensuring they are clear, measurable, and aligned with the desired outcome [(00:03:42)](https://www.youtube.com/watch?v=cr8fy2k2_ac&t=222s). ## Sources - [website](https://www.youtube.com/watch?v=cr8fy2k2_ac)