After deciding what direction the company needs to go in, the organisation should decide how to get there. One way to do this is to develop goals and objectives. The words ‘goals’ and ‘objectives’ are sometimes used to mean the same thing. Usually, though, a goal is a high-level aim, and an objective is a statement describing how the goal can be met. Never rely solely on broad goal-statements of intent when planning: always provide further details in objectives that are measurable, time-defined and specific.