It is interesting to note that how people use these terms interchangeably and loosely all across.
ITIL V3 authors didn’t help much there, anyway – they have put all the three under one heading: “Purpose/Goal/Objective” and give three different statements for each of those – which in most of the cases is impossible to differentiate from each other – at least for goal and objective.
This has triggered a lot of discussion with my colleagues students and clients. I thought of noting some of the outputs from these discussions (with all due credits to those who contributed with great ideas on this).
A google search with the terms returned more than 1,650,000 results , many of them not relevant to the point.
First, let us see some info I captured from that search – which looked logical to me, and in alignment with the outputs from the discussions I mentioned earlier:
- A Purpose is a desired end result; The reason why the (process, project, role or whatever the purpose is being written for) exists
- Goals are broad objectives are narrow.
Goals are general intentions; objectives are precise.
Goals are intangible; objectives are tangible.
Goals are abstract; objectives are concrete.
Goals can’t be validated as is; objectives can be validated. (ref:) - Purpose is usually single, goals usually single or two. Objectives can be multiple statements – basically representing actions that will lead to achievement of the specified goal.
Now, I tried my level best to arrive at some examples (along with some thoughts that have been borrowed from friends) –
Example 1: I am deciding to start jogging in the morning from tomorrow (Not really, just imagine :-))
The Purpose: To reduce my body weight to within ‘normal’ limits
The Goal: Reduce my body weight by 5 kgs in the next one month (not sure if this is feasible or nonsense – again, hypothetical!)
The Objectives:
- Jog for at least ‘X’ km every day.
- Jog at a minimum speed of ‘Y’ kmph.
- Jog at least for 5 days in a week
Now, from the above example, the objectives are measurable actions that aligns with the goal that has been set, in the context of the overall purpose.
Example 2 ( A more closer one to our subject):
Organization A is planning go for ISO/IEC 20000 certification.
Purpose: To enhance customer/market credibility and image.
Goals:
- Achieve ISO/IEC 20000 certification for the service management by August 2009
- Demonstrate measurable improvement in the service delivery to customers from the initiative
Objectives:
For Goal1 :
- Manage the complete certification initiative as a formal project, with an assigned project manager
- Ensure planning and management of the initiative as a project with clear milestones, ensuring the completion of certification by August 2009
- Ensure enough resources and capabilities are assigned and empowered to ensure successful completion of the project on time
For Goal 2:
- Conduct a current state assessment and plan for measurable improvement areas and targets
- Create a clear framework of metrics/KPIs and measurement mechanism
- Focus on improvement actions within the initiative that will enable achievement of the metrics/KPI targets.
Makes sense? Looking back, I am not completely sure about it.
Any of you who have a better idea of fine-tuning this, most welcome. Please feel free to comment!
January 26, 2009 at 11:38 pm
There’s an old joke – probably used in a Dilbert cartoon, but not, I think, original there – about the time wasted in projects and project meetings debating the difference between goals and objectives.
Given that this isn’t necessarily a fruitful discussion 🙂 there’s one distinction I think would be useful:
Targets that the team aims to achieve in the current project, or iteration, or initiative – I call these objectives
Targets that the wider division or business aims to achieve in, say, the current financial year – I call these goals
Both are measurable and time-bound. In these definitions, goals are not abstract nor intangible. (I like this usage because outside of business a goal is something you kick a football into – I don’t think fans or players would like abstract, intangible goals!)
Anyway, the only definite thing that comes out of the “internet research” is that objectives are more specific that goals.
(When we’ve sorted this out, can we look at the difference between “process” and “procedure”? 🙂 )
January 27, 2009 at 8:59 am
Thanks Joe for the comments.
I agree with many points you mentioned, except the one that this is a useless discussion 🙂
You are right, the obvious transition from Purpose-goal-objectives can be looked at as:
a)Holistic & long term to specific and short-term (in the same order)
b)While goals and objectives are quantitative and time-bound (long-term and short term in many cases), Purpose generally is qualitative and a high-level statement.(again, my derivation from the reasearch/discussions)
While we sort this out itself(or decide to leave it open ;-)), we can have that discussion! – Another ever-lingering question of process and procedures! Thanks for reminding me on that 🙂 Will be my next blog for sure!
January 27, 2009 at 6:02 pm
Oh – not “useless”, just not likely to be concluded with everyone agreeing!
It’s important that in any one team or project, people agree on the use of the words. (Goal/objective or process/procedure.) And the meanings I gave are concepts that need to be in place – even if different projects use different words.
I just take issue with people who claim “the definition is X and everyone else is wrong”. 🙂
February 18, 2009 at 5:22 am
Goals
Goals can be both tangible and intangible. goals are usually the specific aim of a vision. goals help us keep score and tangibly realize our visions. objectives can be described as mini goals to the main goal, which in turn leads to realising an intangible vision.
ie. John doe wakes up one morning, looks in the mirror and is disgusted by the image. just then he has a vision of being slim. after some research he decideds to set a goal to lose 20 lbs to realise this vision. to accomplish this goal, he then sets many objectives ie, buy new trainers, hire personal trainer, find a gym…. all with his end goal and vision in mind. The goal is very tangible, very specific.
Take any game. A game without a goal is a pointless. like a race with no finish line. no celebration. A finish line gives u reason to celebrate.
February 9, 2011 at 3:31 am
I like to distill things down to their simplest forms. Why not look at purpose/goals/objectives as why / where / how? The purpose defines why you are doing something, goals define where you want to be, and objectives state how you will get there.
August 22, 2011 at 3:11 pm
Personally, I think that the word ‘objective’ is miss-used here. To me, objective is too similar to ‘purpose’. To use Dave Y’s terminology, they both represent ‘why’ something is done.
I think that a more appropriate word for the lowest tier of the hierarchy would be ‘activity’. Activity represents the actions that will achieve a result; in other words,’how’ something is done. (And to complete the hierarchy, ‘goal’ represents ‘what’ you want done.)
To use the fitness example:
Purpose: Improve health
Goal: Lose 5 kg in one month
Activity: Run 10 km daily
August 30, 2011 at 4:27 pm
I can’t agree Objective represents “why”.
Objectives are more like measurable targets/actions that will contribute to the achievement of the goal and hence fitting into the purpose.
In the point “Run 10Km Daily” , it becomes an objective because of “10km” and “daily” (measurable/auditable/controllable etc).
If it is only “Run” – it is an activity.
I also have a slight disconnect with Dave’s simplification to Why/What/How – as many a time, objectives are set just a measurable targets – and dont explain “How”. In a way Objectives are also stating “What” (but at a next level to Goals).The Processes and practices the organization /or the person (who carries these purpose goal and objectives) adopts will show “How”.
April 5, 2012 at 1:02 am
well interested
July 4, 2012 at 3:04 pm
Great ideas! Just what I was looking for. Why/where/how also a great analogy. There is also some info on goal vs. objective here: http://www.diffen.com/difference/Goal_vs_Objective.
August 7, 2012 at 8:30 pm
Thanks for this, it really helped. Also Dave Y’s breakdown was really good.
July 10, 2013 at 5:29 pm
its realy helpful for me
thanks
from: jahangeer
August 16, 2013 at 2:57 pm
why not use COSO to set te point :
ITIL COSO’s objectives Cambridge Dictionnares Online
purpose strategic why : the reason for doing something…
goal operational what (the act of stating clearly what…
objectives reporting how (something that you are planning…
reporting meaning more the way to control the effectivness than a report or a tool.
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