A practical tool for linking business or digital vision with goals, objectives, strategies and KPIs

OGSM is a widely-used approach for getting focus to translate a vision into business and marketing strategy.

What is OGSM?

OGSM stands for objective, goals, strategies and measures. It’s a way of defining what you want to achieve, and how you will get there. The model divides your aims into broad objectives, fixed and measurable goals, strategies to guide your actions, and measures to give you a direct way of monitoring your progress. Here is how the parts of the OGSM model link together.

Here’s a more specific definition of OGSM:

Objective: Defining an over-arching breakthrough vision

  • Stable, concise and linked to company mission

Goals: Stepping stones to achieving the higher level objective

  • Specific, Measurable, Achievable, Compatible

Strategies: the choices we make to achieve our objective

  • Where we choose to focus
  • Should be flexible

Measures: Numerical benchmarks on our progress

  • KPIs used as checkpoints to determine if our strategies are working