What is the difference between strategy and objective?
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)
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.