Goals and objectives are distinctively different targets. Goals are not intended to be specific enough for you to act on, but simply state the general level of accomplishment sought. Individually addressing these broad issues will help you focus on the next phase, developing specific, realistic objectives.
Objectives are more detailed, specific targets of performance.
Common objectives might concern levels of profitability, niche markets, targeted traffic, growth percentage, increased levels of efficiency, or even social responsibility. Because some of these objectives might conflict with one another, you should establish priorities. Arranging objectives in a hierarchy according to their priority can help you resolve conflicts when they arise. Well thought out objectives have the following characteristics. Whenever a company sets an objective, something has to change in order to make reaching that objective a reality.