In this post, I’m going to compare the terms goal and objective to help the world understand how to make better learning experiences.
The terms goal and objective are confused with each other WAY TOO OFTEN! In my role as a learning strategist, I talk to business owners and training professionals about goals and objectives every day. Semantically the words are similar. They are not interchangeable and knowing the difference will distinguish your approach to learning. So, let’s level you up!
For a clear comparison of the two terms, I evaluated:
- Definition
- Timeframe
- Size
- Specificity
- Action steps
- Measurement
- Example
- Scope
So make sure to read this review until the end. That way you can make the best choice of words the next time you are creating training.
Goal
“It’s my goal to improve our ROI so that management understands the value of training,” he said to me. “My goal is to get this done as fast as possible,” she said while checking her other screen on a Zoom call.
My point in sharing those quotes is this: we tend to speak “goal” language most of the time. Goals are what we want to accomplish. Goal language is broad.
Objective
People do not usually speak in “objective” language.
“I want to show my department managers a 10% increase in top-line revenue by end of quarter three as defined by our FY comparative income statement,” said no one ever during the beginning of a training initiative.
Objective language is narrow in focus. It is specific, condition and criteria oriented, and precise in how someone or something should accomplish a goal.
In other words, an objective is the “how” someone will accomplish “something.” The goal is the something that needs to be accomplished.
Is it a goal or an objective?
Use Rachel’s excellent map analogy to answer this question: “Imagine that you’re looking at a road map, for example. If the training goal is your destination, the related objectives are the many roads on the map that could potentially get you there.” (Rachel)
When we talk about going somewhere, we don’t start listing the number of turns, sidestreets, and highways we need to get there. When someone asks, “Where are you going?” You probably don’t reply, “I’m going to demonstrate how to board United flight 42 at 6:50 AM ET, land in SFO at 9:30 PT, drive 226.9 miles south on US-101 in under three hours.”
No, we say, “I’m going to Cayucos.”
I mean come on!
Objectives are the roads and goals are the destinations.
| Goal | Objective | |
| Definition | Something a company wants to accomplish | Precisely how the company will accomplish something |
| Timeframe | Months-Years | Days-Weeks |
| Size | Big Whole | Small Part |
| Specificity | General | Specific |
| Action steps | Requires objectives | Bloom verb + conditions + criteria |
| Measurement | Difficult (feeling-based) | Easy (data-informed and tangible) |
| Example | “Improve onboarding for hygienists.” | “Demonstrate a 10% increase in Kerflibiter procedures three months after onboarding.” |
| Scope | Broad intentions | Narrow to tasks |
Conclusion
Now you know that objectives are the roads you take to the destinations that are your goals. Use this quick reference post to remind yourself that goals are broad and hard to measure. Perhaps, you may want to send this post to a colleague new to training. Next time someone uses the word objective as a broad goal, you can offer some redirection. “Well, actually our objective is precisely how we are going to accomplish something – including how we will measure it. A goal is our larger, more long-term accomplishment.”
Boom! You are leveled up!
Now go forth and correctly use the words objective and goal so that your training programs are more effective!
Helpful Links
A Beginner’s Guide: Training Toolkit
Four Proven Things You Need to Create Effective Training
Three Parts of an Objective
Training Goals
Goals vs objectives and why you got it wrong
Blooms Higher Level Verbs
What Is the Difference Between Goals and Objectives?
How to create the perfect training: Aligning training goals with business objectives
The Advantages of Goal Setting in Training
