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Say you want to get in shape.
You’ll impress nobody and probably won’t succeed if you set a mere goal (“lose weight”).
But if you set an objective—lose X pounds by June 2014—you’re far more likely to pull it off, says Sandra Fathi, founder and president of Affect, a New York public relations and social media firm.
Your leadership thinks in objectives, and you must track your progress toward their business targets if you want to measure successfully.