objective

1. Mission, purpose, or standard that can be reasonably achieved within the expected timeframe and with the available resources. In general, an objective is broader in scope than a goal, and may comprise of several different goals. Objectives are the most basic planning tools underlying all planning and strategic activities. They serve as the basis for policy and performance appraisals, and act as glue that binds the entire organization together.

2. Neutral (bias free), relating to, or based on verifiable evidence or phenomenon instead of on attitude, belief, or opinion. Opposite of subjective.

One way to think of business is as a board game. You can play the game as it exists, or you can try to change the game, either by changing the rules, changing the objective, changing who you're playing against, or by choosing to play an entirely different game.

• The Business Game