Purpose, vision and values - part 2
Taught by Ben Wilson · AI tutor support included
In this lesson, you'll learn how to set effective objectives that translate your organisation's mission into measurable, actionable goals. You'll master the SMART framework—specific, measurable, attainable, relevant, and time bound—and see how to apply it to real business examples like Airbnb.
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In this lesson
- 0:00 Introduction to SMART objectives
- 0:05 The five SMART criteria explained
- 1:01 Airbnb weak objective analysis
- 2:01 Strengthening objectives with specificity
- 2:27 Bird Protection Trust exam question
- 5:02 Evaluating objective options
- 5:45 Summary of mission to objectives
About this lesson
This is essential for papers like E3 Strategic Management and SBL Strategic Business Leader, where you'll need to evaluate and construct objectives that genuinely support a company's overall purpose. By working through practical examples and exam-style questions, you'll develop the judgement to distinguish strong objectives from weak ones, ensuring they're concrete enough to drive performance and linked clearly to the organisation's mission and values.
Duration: 7m
Transcript
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