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Your goals and objectives must be deadlined; they must have a due date. Without clear deadlines, goals and objectives become amorphous. Here is an example of some objectives a radio salesperson might write: “Next month I will increase my average rates from last month by 10 percent; I will increase the number of prospecting calls I make in the average week from 10 to 15; and I will make 25 percent more face‐to‐face presentations.” These goals are measurable, attainable, demanding, consistent with company goals, under the control of the person, and deadlined. Notice the phrase “a radio station salesperson might write.” Objectives that are not written down are worthless because they are merely intentions. A further way to increase your commitment to your objectives is to give your manager a copy of your written objectives.

Remember to keep your objectives flexible. If they are carved in stone and unchangeable, your objectives can lose their motivating effect particularly if they turn out to be unreasonable because of economic conditions, because of a shift in competitive positioning, or because of a change in your organization’s priorities or strategy.