“Objective descriptions” are replaced with “Why now?” Back in 2016, we recommended including an “objective description” after each objective.8 This confused our clients, and not everyone adopted the recommendation. By mid‐2018, all of our clients adopted “Why now?” in place of objective descriptions. They align on three to five sentences that explain why the objective is so important right now. The emphasis on “Why now?” tends to educate and motivate the workforce. This step ensures alignment on the essence of the objective before taking on the time‐consuming process of drafting key results.
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