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Every business needs a clear sense of direction. Aims and objectives provide this by defining what a business wants to achieve and how it will measure success. This lesson explains the difference between aims and objectives, common business objectives, and how objectives change as a business grows.
| Term | Definition |
|---|---|
| Aim | A long-term goal that sets the overall direction of the business |
| Objective | A specific, measurable target that helps the business achieve its aim |
The aim is broad and aspirational; the objective is specific, measurable, and time-bound.
Effective objectives should be SMART:
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