Over at the IPA's blog, Guy Murphy, Worldwide Planning Director of JWT, has posted some thoughts on objectives and asks why we place such little importance on them?
I particuarly like this analogy. "If the objective set by Dick Fosbury in the high jump was to complete a perfectly executed Western Roll we would not have heard of him. A Western Roll is an interim measure of success. Instead, he set himself the objective of ‘jumping as high as possible’. Enter the Fosbury Flop. Not only did getting the objective right achieve a better result, it released creativity and freedom into the strategy".
Go here to read the full post.
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