Defining objectives, key results and action items each play an important role in your desired future.
- Defining objectives are the benchmarks that help ensure you reach your desired future.
- Key results break defining objectives down into measurable targets.
- And action items are the day-to-day tasks that move you toward your key results.
As an example, suppose your desired future statement was:
By December 2025, we will launch our second location in Tampa, Florida, resulting in a $1.5 million increase in annual revenue.
In that case, one of your defining objectives might be:
Build an initial customer base of 500 clients in Tampa before the new location’s launch.
A key result for that defining objective could be:
Launch two marketing campaigns in Tampa by February 15, 2025.
And an action item for that defining objective might be:
Create and print 10,000 mailers for the Tampa marketing campaign.