Do you define your business goals in terms of outcomes or objectives… or both. Which do you measure?
Defining a strategic business goal as an outcome is to explain the why and what of the goal in terms of a result. It’s always good to use verbs…. Increase revenue, Expand customer base, Inspire employees.
Objectives are important too, though usually grounded in projects and strategic execution. It is the how we plan to achieve the result.
While we hold the outcome fast, we can innovate and iterate on the how.
I think you measure both, even though you are looking for different things and do it different ways. We use metrics and KPIs to measure the performance of outcomes. We often track and evaluate how we execute on objectives.