Execution Excellence

9Defining ObjectivesThe Wordsmith's Challenge

We are quite clear on what the design framework of a Strategy Map looks like. Let's now look at the issue of how people articulate their strategic objectives, and what are good and bad ways to do it.

The Bad Way

In articulating a strategic objective, the management team creates a long sentence, as in Figure 9.1. This happens often. Not only does it overflow from the bubble, but it also is very hard to see clearly. To make your map functional, you have to keep it simple.

Figure 9.1 A Strategic Objective with Descriptions that Are Too Long

However, do not make it too simple. Another problem is putting too little text in the objective bubbles. That's also bad because it is not descriptive enough to mean anything. Look at Figure 9.2. It could be a strategic objective from anyone's strategy map, as there is nothing unique about it. By the time you revisit this at the next monthly meeting, you will have forgotten the underlying discussion that drove the creation of that objective, and it's whole purpose will be lost.

Figure 9.2 A Strategic Objective with Descriptions that Are Too Short

The Good Way

The good way is to make it not too long and not too short. just right. Look at Figure 9.3 for an example. I guess I have made my point. ...