OGSM

OGSM stands for Objectives, Goals, Strategies, and Measures. It is a planning framework used to translate an organization's vision into concrete actions and metrics. An Objective is a qualitative statement of what the organization aims to achieve within a period. Goals are specific, measurable targets that support the objective. Strategies describe the high‑level actions intended to reach the goals. Measures are the metrics used to track progress, typically combining leading indicators with outcomes. The framework is designed to cascade from executives to teams to ensure alignment across planning, execution, and evaluation.

In practice, OGSM links strategy to execution in a single plan. An objective is broken into measurable goals; strategies define the programs or initiatives to reach those goals; and measures specify how progress will be tracked and reviewed. This explicit linkage helps allocate resources, align teams, and support performance discussions.

Origin and usage: The exact origin of the term is not tied to a single founder. The OGSM framework emerged in management practice in the late 20th century and has been widely adopted by corporations as a straightforward method for strategy deployment. It is related to OKRs and balanced scorecards but emphasizes a tightly coupled four‑part structure and a concrete plan.

Example: Objective: increase regional market presence within 12 months. Goals: grow regional revenue by 12%, expand the customer base by 15%, raise the net promoter score by 5 points. Strategies: expand sales channels, run targeted campaigns, invest in onboarding and customer success. Measures: regional revenue growth, new customers, NPS, churn, and onboarding completion rate.