April 22, 2014
Robert BradfordWe hear all kinds of people extolling the virtues of "stretch objectives" - people who tell us to "shoot for the moon, because even if you miss you'll be among the stars". In some cases, this advice can be truly useful. In most strategic planning situations, instead of ending up "among the stars", you're more likely to end up lost in space without any air. Are you tempted or under pressure to include stretch objectives in the strategic planning for your organization? How do you handle it?

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Sincerely,

Robert Bradford
President & CEO

Why Stretch Goals Make Bad Strategic Objectives

By Robert Bradford

Robert Bradford This is my fifth post on bad strategic objectives. In my first post, I discussed a test to tell whether an objective you set for your organization is truly strategic. By now, I've also highlighted four common types of non-strategic objectives, the incremental objective, the accounting objective, the lead brick objective and the world peace objective. Today, we'll take a look at one more very common type - the stretch objective.

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This column is intended to answer common questions related to strategic planning and strategy in general. In each issue we will answer questions posed by seminar attendees, our clients and our readers. Please send your questions to - simplifiedstrategicplanning@cssp.com Mail: CSSP, Inc. 2219 Packard Road, Suite 13, Ann Arbor, MI 48104

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