(4) Right goals

Chapter 4: Right goals

Before setting goals let’s agree on what is meant and the types of goals we typically see in businesses. In this chapter, we will review how operational goals differ from strategic ones and how the various goal types are connected causally.

Then, we make a bold statement: there is one and only one overarching operational goal in business: sufficient income. This one operational goal is the reason for being for all income generating business units.