"You should set objectives that are: "**Specific** – a precise number against a particular parameter "**Measurable** – that parameter must be quantifiable – for example, a market-share percentage in a segment rather than a woolly target such as ‘best supplier’ "**Attainable** – there is no point in aiming for the improbable – disappointment will be the inevitable outcome "**Relevant** – the objective should relate to the goal; if the goal is market leadership, an objective of winning ‘best marketing campaign of the year’ in the trade journal would be inappropriate "**Time-limited** – you should specify the deadline for the objective to be achieved; an objective with no time limitation would serve no motivational purpose and result in the slippage of difficult decisions." ([Location 837](https://readwise.io/to_kindle?action=open&asin=B00BU0NELQ&location=837)) --- **Tags** -- [[quotes]], [[goal-setting]], **Source** -- [[20250317012611 - B - Key Strategy Tools]]