Aims and objectives provide direction and a sense of purpose for a business. A compelling goal is used to develop strategies and actionable tasks that departments and employees complete. Organizational aims help a company direct all workers toward the same ultimate objectives.
Without clear objectives, a business is likely to have inefficient operations. It is difficult for employees to perform productive and coordinated tasks on a daily basis without a clear sense of the purpose of their actions. With aims and goals, company leaders are able to delegate different roles to departments and workers in achieving shared objectives.
Leaders in the organization and in each department can gauge the progress of their departments using preset criteria. When progress falls behind the necessary pace, steps can be taken to ramp up production or to offer training to workers.
Goals also help shape the culture of the organization. A company that makes profit maximization an objective may foster a culture that is either customer-centric or where employees feel intense pressure to perform. A business that has an objective of growing market share may hire more workers and create an environment where employees feel a sense of competition with other departments and employees.