Objectives are always based on expectations. And expectations are, at best, informed guesses. The world does not stand still.
Objectives are not fate; they are direction. They do not determine the future; they are a means to mobilize the resources and energies of the business for the making of the future.
Via Daily Drucker for November 14.
Editorial note: Speaking of the future, I created this post with a beta version of the new WordPress editor experience, Gutenberg.