After information from both inside and outside the organisation has been collected,
objectives can be set. Many diagrams showing the rational planning model have objectives at
the start of the process.  one can see a case for that (if you don’t know where you are
going, you don’t know what information to collect) there is also a danger. There is no point in
setting objectives which bear no relation to the information which has been collected and
which may critically determine what is possible.“S” stands for stated or specific. There is no point in
having an objective simply say we want to be a better
organisation or we want to improve. No one is quite
sure what better or improve mean. You have to be
really specific and talk about things like profit, market
share, gross profit percentage, waiting time.