Question 4: What’s most important, right now? Identify a single, temporary thematic goal (e.g. introduce three new products by the end of the year) that is then translated into a set of supporting objectives (e.g. complete market testing, recruit new product teams, complete product design, redesign production processes etc.). A set of standard operating objectives is also developed to articulate important ongoing metrics (e.g. revenue, expenditure, employee engagement, customer satisfaction etc.)