Peter Drucker on how to use objectives

A common theme in entrepreneurship is self-management, and key to self-management is setting objectives. Of course, entrepreneurs must be able manage themselves effectively before being able to mange others. Here’s some useful advice from Peter Drucker, the consultant’s consultant, on objectives (courtesy of our friends at Priority Management, the experts in productivity and time management training.

HOW TO USE OBJECTIVES by Dr. Peter Drucker

Objectives are not fate; they are direction. If objectives are only good intentions, they are worthless. They must degenerate into work. And work is always specific, always has — or should have a clear, unambiguous, measurable results, a deadline, and a specific assignment of accountability.

But objectives that become a straitjacket do harm. Objectives are always based on expectations. And expectations are, at best, informed guesses. The world does not stand still. The proper way to use objectives is the way an airline uses schedules and flight plans. The schedule provides for the 9 am flight from Los Angeles to get to Boston by 5 pm. But if there is a blizzard in Boston that day, the plane will land in Pittsburgh instead and wait out the storm. The flight plan provides for flying at thirty thousand feet and for flying over Denver and Chicago. But if the pilot encounters turbulence or strong headwinds, he will ask flight control for permission to go up another five thousand feet and to take the Minneapolis-Montreal route.

No flight is ever operated without a schedule and flight plan. Any change is immediately fed back to produce a new schedule and flight plan. Objectives are not fate; they are direction. They are not commands; they are commitments. They do not determine the future; they are meant to mobilize the resources and energies of the business for the making of the future.

You can see more at http://www.prioritymanagement.com/newsletter/2014_04/objectives-0414.php

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Market Metrics Inc. helps knowledge-based businesses with strategy, planning and innovation. We offer our clients a unique combination of top-drawer professional skills, competitive pricing, and real-world industry experience in business planning, marketing, and technology.

The consultancy was founded in 2003 by Greg Graham, a seasoned marketing professional. Greg is a Certified Management Consultant (CMC), a Fellow of the Ontario Institute of Management Consultants (FCMC), an Accredited Small Business Consultant (ASMEC) in the United States, and holds MBA/BEE degrees plus a Certificate in Strategic Management.

Prior to founding Market Metrics, Greg's 21 years of corporate experience encompassed tech start-ups through Fortune 500 companies. He is an expert in subscription-based business models (including SaaS). Greg frequently performs consulting engagements on behalf of the National Research Council's Industrial Research Assistance Program (NRC-IRAP).