AUCKLAND, Sunday: Under the intriguing heading Stop Telling Your Kid Not To Be A Rock Star, Herald on Sunday business columnist Paul Catmur wrote in his weekly opinion piece …
When I finally plucked up the courage to quit the casino world and fight my way into advertising, my aim was just to get a job. Then once I’d got a job it was to get some ads out.
Then it was to get some good ads out. There were never plans, just shifting goals.
Sadly, many people in business struggle with the difference between a strategy and a goal.
It’s not unusual to see a company’s strategy described as to “double sales” without any thought given as to how to actually do it.
War, pestilence and editors willing, Part Two of this article will come next week. The observant will recognise this as a goal rather than a strategy.
Oxford
A goal is defined as the result which an individual or company plans to accomplish, while a strategy is the method by which the goal is achieved.
- Read Catmur’s full column on the Herald Premium site here
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