As an expert in the field of business strategy and development, I can provide a comprehensive understanding of what the goals of a company should encompass. It's important to note that while "Grow our business" is a common aspiration, it lacks the specificity required to guide a company's strategic planning and execution. This is where setting clear and actionable objectives becomes crucial.

Step 1: Define the Vision and Mission
The first step in setting goals for a company is to define its vision and mission. The vision is a broad and long-term view of what the company aims to become, while the mission is a statement that defines the company's purpose and its primary activities. These two elements provide the foundation upon which all other goals are built.

Step 2: Establish Clear Objectives
Once the vision and mission are clear, the company can establish clear objectives. These objectives should be SMART: Specific, Measurable, Achievable, Relevant, and Time-bound. For example, instead of saying "Grow our business," a SMART objective might be "Increase our market share by 10% within the next 12 months."

Step 3: Develop Strategies
With clear objectives in place, the company can then develop strategies to achieve these goals. Strategies are the methods and actions that will be taken to reach the objectives. They should be aligned with the company's overall vision and mission and should be actionable.

Step 4: Implement Action Plans
Action plans are the detailed steps that will be taken to execute the strategies. They should outline who is responsible for each task, what the task is, and when it should be completed. Action plans are critical for ensuring that everyone in the company knows what they need to do to contribute to the achievement of the objectives.

Step 5: Monitor and Evaluate Performance
After the action plans are implemented, it's important to monitor and evaluate the company's performance against the objectives. This involves setting up key performance indicators (KPIs) that can be measured and compared against the objectives. Regular reviews and adjustments may be necessary to ensure that the company is on track to achieve its goals.

**Step 6: Foster a Culture of Continuous Improvement**
Finally, a company should aim to create a culture where continuous improvement is valued. This means that even after achieving certain objectives, the company should always be looking for ways to improve and to set new, more ambitious goals.

In summary, the goals of a company should be more than just growth. They should include a clear vision and mission, SMART objectives, strategic planning, detailed action plans, performance monitoring, and a culture of continuous improvement. By following these steps, a company can develop a comprehensive and effective plan for achieving its goals.

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"Grow our business" is a common goal, but it does not have the clarity to allow a company and its business leaders to develop a plan designed to achieve measurable results. That's where objectives come into play. Objectives are specific and measurable and indicate, specifically, what is expected to be done and by when.read more >>