(noun) A concrete statement that describes what the project is trying to achieve. The objective should be written at a low-level, so that it can be evaluated at the conclusion of a project to see whether it was achieved. Project success is determined based on whether the project objectives were achieved. A technique for writing an objective is to make sure it is S.M.A.R.T. (Specific, Measurable, Attainable/Achievable, Realistic, and Timebound)


“Write the objectives on the whiteboard so everyone will know their responsibilities on this project.”

Alternate definition: Completing each mission task on time, earning high-fives around the office.

On a Related Note

Marketing without a clear strategy is simply shouting into the void. Someone might hear what you have to say, but you can’t expect that person to need what you’re offering. To improve your return on investment, you must have a digital strategy that reveals what makes your brand unique and memorable.  Read more about creating a stronger Strategy.

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