You must know why you are in business and what you want to accomplish to become competitive. Discuss your mission statement at length and revise it until it clearly states why you run a dairy farm. Next, your management team should prepare a preliminary written list of goals that you believe will make your operation more competitive. Include more long-term goals on your list than you can possibly accomplish. Make sure you write the goals down.
Unwritten goals are like uncaught fish - just dreams.
If you are better at coming up with good ideas than writing them down, ask your spouse, key employee, or member of the family to do the writing. This process will require all involved to listen to each other and compromise. Others will likely suggest different goals. Be open to their suggestions, and expect them to expand and help improve your preliminary list. Encourage others to suggest additional goals or to modify those initially suggested.