End-goals are future results an organization or individual would like to achieve. These are typically easy to identify as they are simply desirable outcomes. This should not be confused with strategy and objectives that are concrete plans to achieve end-goals. The following are illustrative examples of end-goals. As you can see from the examples, end-goals offer nothing in terms of how goals will actually be achieved and are therefore of little value on their own.
RevenueAn electronics manufacturer targets revenue of $10 billion in a fiscal year.
Customer SatisfactionA telecom company seeks to improve customer satisfaction from 31% to 70% satisfied within a year.
PerformanceAn electric vehicle manufacturer has a goal to improve the range of its vehicles to 800 miles.
ProjectsA construction company would like to complete a bridge within 8 months with a total cost of less than $7 million.
A management team would like to improve the throughput of a production line to 700 units an hour.
SustainabilityGoals related to the environment and community such as the goal of cleaning up all ocean plastic.
ReputationA fashion company that targets a reputation for quality, luxury and style.
Quality of LifeQuality of life goals such as owning a luxurious house or enjoying a high degree of freedom.
ComfortComfort related goals such as getting into a position where you job is extremely secure.
Social StatusSocial status such as becoming well known in your profession.
End Goals vs StrategyAn end-goal is something you want such as money or recognition. A strategy is a plan that achieves an end-goal such as a strategy to complete an education that is in high demand in the workforce.
End Goals vs ObjectivesObjectives are meaningful steps on the path to end-goals. For example, studying 10 hours for a test is an objective that brings you closer to other objectives such as passing a class. There may be a large number of objectives associated with each end-goal.
This is the complete list of articles we have written about goals.
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