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Common mistakes when setting business objectives

Joining the business world requires planning, perseverance and effort. But do you know the common mistakes when setting business objectives? In this article, we tell you what they are so that you can avoid making them when creating your action plan.

What are business objectives?

Before explaining the most common mistakes when setting business objectives today, we want you to understand what this term means.

In short, the objectives of a business represent those goals that are sought to be achieved within the organization, and for which a business plan is created that stipulates the step-by-step steps to be followed for its fulfillment and future success.

In this way, setting objectives is what will allow you to efficiently communicate where your efforts are directed and what decisions can benefit your business.

How to set business objectives?

In order to set your objectives efficiently, it is necessary that you first take into account the context in which you operate, the real possibilities and the resources you have available, and then communicate them to your work team.

Likewise, it is important that you establish in each approach what you want to achieve, when you want to achieve it and how you will evaluate your results afterwards.

In this sense, there is a methodology called SMART that serves as a guide to set business objectives in an optimal way, and it is an acronym that refers to 5 characteristics that you should take into account:

Now, let’s see in detail what these aspects mean:

  • Specific: implies describing in detail what is to be achieved, therefore, the objective should be as concrete as possible and understandable by any member of the team.

  • Measurable: refers to a quantifiable goal in order to be able to interpret the results at the end of the action plan.

  • Achievable: that is to say that it is within your possibilities to achieve the objectives. It can be ambitious and challenging, but you should always take into account that it is possible and feasible to achieve it under the conditions of your business.

  • Relevant: it is nothing more than being in sync with the business vision, in order to generate a significant effect within the organization.

  • Time-based: as its name indicates, each objective must be defined in time in order to define the different phases of action to be followed in order to successfully achieve business goals


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What are the common mistakes when setting business objectives?

As we have already mentioned, one of the most important tasks when establishing your business strategy is to define the objectives you intend to achieve during a defined period of time in your organization.

Therefore, in order for you to do it successfully, we have compiled for you 10 common mistakes when setting business objectives, which you should avoid making:

1. Not knowing your audience

If you really want your objectives to be met, it will always be important to take into account the characteristics that define the audience you want to reach. The more you know your customers, the better you will be able to plan and structure the actions to be taken to meet their expectations.

2. Conducting poor market research

Just as it is important to know your audience, taking the necessary time and investing in a quality market study will be an indispensable point to define the goals you should focus on during a specific period of time.

Not only will you be able to know your competition, it will also allow you to study the global situation that could affect your business and will serve to define key points in your objectives.

3. Being unrealistic

When creating a business plan, it should be as neutral and realistic as possible. In many opportunities entrepreneurs are blinded by optimism and set goals that in the long run end up generating frustration in the whole work team.

Likewise, we remind you that when seeking external support from investors, collaborators or allies, presenting realistic objectives is always the best option to establish a business link.

4. Failure to identify processes in the company

Do you want to meet your objectives, but you haven’t defined how tasks work in your company? Another common mistake to avoid.

In other words, if you do not assign responsibilities and define project managers, it is very likely that the performance of your objectives will be affected in the long run.


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5. Mistaking a business plan for a budget

While it is true that the financial part is one of the most worrying aspects when starting out in the business world, a business plan is not synonymous with a budget. Therefore, your objectives should not always be aligned with the economic part.

You must take into account everything that happens inside and outside your organization and recognize the different operational, administrative and strategic areas.

6. Forgetting to follow up

As the SMART methodology specifies, it is ideal for an objective to set a target date, but before that date arrives you will need to constantly evaluate the performance of your actions and efficiency.

This way, in case of detecting possible failures or witnessing an external event that may affect your work, you will be in time to take the appropriate measures so that your goal remains the priority and you can achieve the success you expect.

7. Setting ambiguous objectives

As we have already mentioned, being specific when setting your business goals is one of the key factors to obtain the best results. Otherwise, if we set ambiguous objectives, we will find ourselves with ambiguous results that do not necessarily contribute to the welfare of your company and, probably, delay the achievement of success.

8. Not celebrating your progress

Another common mistake when setting business objectives is to give importance only to the difficult moments and failures that may occur.

Celebrating the challenges overcome and the progress made in each project is necessary to maintain the ideal work environment and to continue striving to achieve 100% of the goals set.


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9. Avoiding historical references

In addition to market research, knowing your own information is of utmost importance to study which objectives are best suited for the new business year.

In this regard, you should review your company’s records, the means and results obtained to avoid making past mistakes and to propose an optimal strategy.

10. Create a competitive environment

The fulfillment of a business objective should never be seen as a race or a competition between workers and people involved in the project. On the contrary, you must foster a work environment in which teamwork and assertive communication prevail.


Are you about to set new goals for your business? In TAS Consulting we have a team of experts that will advise you on every step you take to achieve success in your company. Enter our blog and discover more valuable articles that you can not miss!


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