An effective objective expresses a specific and result, and it sets a date for achieving that result. It should also have a single result—or don’t put multiple objectives together. Another similar way of writing objectives is called SMART goals—specific, measurable, attainable, realistic, and timely. The top or first three are “must” criteria, as they are required for writing effective objectives, whereas the bottom or last three are “want” criteria because it can’t be known if they are met by reading the objective.

A number of studies show that individuals perform better when given difficult but achievable (realistic) objectives rather than objectives that are too difficult (don’t try) or too easy (do the minimum). So set bold objectives, but be aware that too difficult an objective can lead to unethical behavior to achieve it to attain the reward for doing so. Groups that participate in setting their objectives generally outperform groups with assigned objectives; participation helps members feel they have a shared destiny.

If objectives are to be met, you need to get buy-in. If employees do not commit to an objective, then even if it meets all the other “must” and “want” criteria, it may not be accomplished. Get people thinking and believing “I can do that” to motivate them to achieve the objective.