Customer needs, or what is being satisfied.
Technologies, or how customer's needs are satisfied. This question forces the organization to look ahead to try to anticipate the impact of changing customer needs, changing technology, changing customer uses, and changing customer requirements on the organization's business. A clear answer to these questions helps managers avoid the trap of trying to march in too many directions at once and the related trap of being so confused that one does not know when or where to march at all. Strategic objectives energize the organization, head it down the chosen path, and create a results-oriented organizational climate. Strategic objectives should relate externally to the overall image, standing reputation and position of the organization in its total environment, and internally to the desired organizational performance and results.