Once we understand the company scorecard, we can discuss the specific objectives the company is focused on for this year. These objectives are selected by the senior leadership team, usually with the participation of the board, as the most important areas of focus. They might be related to growth, expansion, profitability, or customer satisfaction. And for each of these areas of improvement, there are typically specific business targets the company hopes to achieve (the key results). Hopefully everyone understands that these company objectives must be outcomes (business results), and not
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