(All the) Goal and Action Words
knowing the difference helps you stay aligned with your purpose
As purpose-driven businesses, we want to align our actions and goals with our purpose.
In the broadest sense, our actions are the things we do. Our goals are what we want to achieve and how we set our aim.
There are levels that fall under each of these umbrellas. Let’s break down the terms:
vision
Your vision states what the world will look like in the future when you succeed, outlining the impact you will make and the change that will result from your existence. First and foremost, your vision must inspire and motivate your team and other stakeholders. It will take a long, long time to realize your vision, and that’s OK.
outcomes
An outcome is what you need to achieve to make impact — and as an organization, you have half a dozen or less. As a purpose-driven business, your outcomes are largely centered on what you help the people you serve achieve, which allows your vision to become reality. You’ll work toward these outcomes over the long term, either because they take time to achieve or because they’re something you’ll need to achieve perpetually.
objectives
Like your outcomes, an objective is something significant you want to achieve. The key difference between the two is that an objective is shorter term. For example, your three-year plan contains objectives you intend to achieve by the end of the three-year period. A good, actionable objective should have all the elements of a SMARTA goal tied to it, making it more likely you’ll achieve it.
key results
These are the things you need to deliver to achieve your objectives. To consider an objective achieved, you must meet the requirements of all your key results. A good, actionable key result should also have all the elements of a SMARTA goal tied to it.
tactics
Your tactics are the things you do to deliver key results and achieve your objectives. They need to be constantly assessed so that you can shift tactics if the old ones aren’t delivering the intended results.
tasks
These are the individual things individual people do that contribute to your tactics. They have deadlines so you can monitor progress.
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As you lay out your plans, keep these terms in mind. The clearer your language, the more likely you are to get everyone on the same page.
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