OGSM EXPLAINED
REDUCED COMPLEXITY
FIXED TIME LINE
FIXED LOW FEE
FIXED OUTCOME FORMAT
understanding OGSM
The vision of where you want to be at the end of a specific period (usually 1-3 years).
Or the point at which your plan is completed.
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​Seemingly impossible to achieve, made possible by OGSM.
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​It gives direction, ambition and motivation.
​Easy to understand and remember, touching both mind and heart.
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​The objective provides direction for the entire OGSM: Everything else follows from this, which means agreement within the team is required.
OBJECTIVE
Quantification of the elements of the Objective.
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Monitoring progress towards the Objective ensures you are heading in the right direction and staying on schedule.
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It also ensures all stakeholders have the same understanding of the specific words in the Objective.
GOALS
The main steps needed to reach the Objective.
They can be inspired by the SWOT.
These are the decisions about how people, budget, and time are used.
Each strategy is assigned to a person or team and becomes their main goal.
They know that by achieving this goal, they’re making a key contribution to the overall organisational objective.
Up to five strategies; because doing fewer strategies well is far more effective than juggling many and leaving them unfinished.
STRATEGIES
Objective and Goals
define what you want to achieve. In principle these do not change.
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Strategies and Measures
explain how you will get there.
EXAMPLE OF A VAGUE OBJECTIVE
Our goal is growth, with innovation playing a crucial role across areas like production, marketing, communication, and packaging.
In each of these fields, adapting to consumers and their evolving needs is central to our approach.
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Seems clever, but is vague (growth?)
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Open to multiple interpretations (evolving needs, adapting)
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Could be applied to any business
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No What by How
EXAMPLE OF A GOOD OBJECTIVE
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(WHAT) At the end of 2027, Redbury Chocolate is Spain’s chocolate brand of choice for connoisseurs with a conscience
(HOW) BY developing a sustainable co-ownership model for every stage of sourcing, production and marketing.
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Inspiring and motivating
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Specified target group
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What by How
In English this term refers to both a measurement and an action.​​
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We divided Measures into
two parts:
– a Dashboard
– an Action Plan
MEASURES
Quantification of the elements per Strategy.
Ensuring all stakeholders have the same understanding of the specific words in the Strategy.
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Monitoring progress of the strategy:
Are we heading in the right direction? Are we on schedule?
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Although the Objective and Goals stay unchanged, you can change the road towards them: the Strategies and Actions.
The Dashboard gives criteria for go/no-go decisions and corrective actions.
MEASURES – DASHBOARD
The smaller, more concrete steps to realise each Strategy.
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Thoughtful decisions:
– how each team invests their time and uses their budget
​– what a team will do, and what they will STOP doing
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Responsibilities and deadlines.
MEASURES –
ACTION PLAN
key benefits of ogsm
it works
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OGSM is not just a one-time strategy document that gathers dust—it's a living tool that guides your business every day.
Whether you're making decisions, planning projects, or holding team meetings, your OGSM serves as a practical, everyday roadmap.
It ties your long-term vision directly to the actions you take now, ensuring that strategy is part of your day-to-day operations, not a distant goal.
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​​​Strategy is integrated
With OGSM, your long-term goals are connected to daily actions, ensuring continuous progress.
Actionable and achievable
Involving implementors ensures plans are realistic. Those responsible for executing the strategy are involved from the start, ensuring the plan is aligned with everyday work.
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Control
Multiple progress checkpoints give greater control beyond tracking the bottom line. You gain real-time insights and can make necessary adjustments, ensuring you stay on track.
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Engaged and Motivated Employees
A unified and motivated team is the cornerstone of any successful business.
By aligning everyone’s goals and clarifying their roles, OGSM creates a collaborative and transparent work environment, helping employees feel more engaged and valued.
This in turn leads to a culture of accountability and drives performance, reducing internal friction and boosting overall productivity.
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Boosting employee engagement
Employees feel more connected to the company's strategic direction, which improves motivation.
Improved employee retention
A collaborative and transparent environment leads to higher job satisfaction, reducing turnover costs.
Enhanced onboarding
New hires can integrate quickly, understanding their roles and how they contribute to the bigger picture.
Increased autonomy
Employees can make independent decisions, being accountable for tasks they helped create. Clear alignment reduces management involvement in every detail.
Stakeholder buy-in
Involving the team from the start ensures ownership, accountability, and realistic goal setting, keeping the strategy motivating and achievable.
Alignment
OGSM ensures that all teams and departments are on the same page, eliminating conflicting agendas.
Everyone knows what the other teams are working on, when they need help, and when they should provide support.
This way, tasks happen in sequence rather than being blocked by misaligned priorities—such as marketing waiting for IT to deliver a platform.
With clear communication and a shared plan, everything happens as needed, keeping the organisation moving forward efficiently.
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More efficient use of resources
Resources are allocated based on strategic priorities, reducing waste and duplication of efforts.
Clearer focus with fewer distractions
Everyone knows what to focus on, cutting out unnecessary activities and random initiatives.
Faster progress toward goals
With streamlined processes and clear priorities, teams move quickly and efficiently toward the organisation’s objectives.
Improved decision-making
Decisions are made with confidence because every choice aligns with the strategic plan, reducing uncertainty and confusion.
external confidence
Investors and funding partners gain trust in your business when they see a well-structured plan for growth.
OGSM provides them with clear responsibilities, measurable progress, and a solid pathway toward success.
This transparency instills confidence and greatly improves your chances of securing investment.
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​​​​​​Reduced risk for investors
A clear, structured plan with measurable milestones lowers perceived risk and provides a reliable forecast for future growth. Investors gain confidence knowing you have a strong foundation and a clear vision for the future.
Increased business valuation
When selling, OGSM shows the business can operate smoothly without the owner or senior management. The company’s success is not dependent on individuals, making it a more attractive and sustainable investment.
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Responsibilities and milestones boost credibility
Clear roles and milestones demonstrate to investors that the team is accountable and projects are on track.​
REDBURY chocolate
EXAMPLE
Redbury Chocolate is a brand we wish really existed, with a mission to make top-quality, ethically produced chocolate accessible to everyone.
By the end of 2027, Redbury aims to be recognised as the go-to sustainable chocolate brand for connoisseurs who care about the impact of their choices.
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Their unique approach involves engaging communities, ensuring transparency in their supply chain, and offering co-ownership opportunities to those passionate about chocolate, sustainability and excellence.
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This example illustrates the comprehensive structure and scope of an OGSM but does not include all the goals, strategies, and measures required for a complete OGSM. The numbers are solely for demonstration purposes and may not reflect entirely accurate or realistic values.