objective
uhb-JEK-tiv
/əbˈdʒɛktɪv/
A specific, measurable goal that an organization or individual aims to achieve (noun); unbiased and based on facts (adjective).
As a noun, an objective is highly specific and measurable, unlike a 'vision' or 'goal' which can be broad and abstract.
The story behind the word. From the Medieval Latin 'obiectivus', meaning 'thrown in the way' (from 'ob-' meaning against and 'iacere' meaning to throw). It originally referred to a physical object placed before the eyes, which naturally evolved into a target or goal that we set before ourselves to hit.
Word relationships
- target: A target is a specific numerical value to hit, while an objective can be a broader operational milestone.
- goal: A goal is often long-term and qualitative, while an objective is short-term, tactical, and strictly quantitative.
- subjective: Subjective means based on personal feelings or opinions, the exact opposite of objective (adjective).
Commonly confused with
- aim: An aim is the general direction of your efforts, while an objective is the precise, measurable point you intend to hit.
Word family
- objectively (adverb): In an unbiased, factual manner.
- objectivity (noun): The quality of being neutral and unbiased.
Collocations
- primary objective
- achieve an objective
- objective criteria
- objective assessment
Example sentences
- "Our primary objective this quarter is to reduce customer churn by ten percent." Corporate Strategy
- "The researcher maintained an objective perspective, ignoring personal biases." Scientific Analysis
Memory hook
An objective is an object you throw your efforts at to hit. An object you throw your efforts at.
When not to use
Do not use 'objective' when you mean a vague, emotional desire or a long-term dream that cannot be measured.
Fun facts
- In photography and microscopy, the lens closest to the physical object being viewed is called the 'objective lens' because it is literally placed 'against the object.'
Explore more words
objectivity, unbiased, effective, impartial, outcome, observation
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