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What is the difference between strategy and objective?

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2010-04-07 12:55:57

An objective is a description of the end result you want

to achieve (the "what").

Objectives are typically more meaningful if they are SMART

Specific (from where, to where)

Measurable (how will we know when the objective has been


Ambitious but achievable (otherwise, why bother)

Realistic (!)

Timed (by when)

A strategy describes the method by which an objective

will be reached (the "how").

Strategy - as opposed to plans or tactics - usually implies a

grand, overarching view of how all the tools and levers available

will be deployed to work together.

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