🎯 What good business objectives look like
Laura Brandenburg’s formula: 2-5 objectives that are actionable, clear, and logically connected
They should give guidance on scope WITHOUT dictating the solution.
Example: Mobile app for home insurance
✅ Reduce avg time claim agents spend preparing submissions
✅ Reduce follow-up calls to check claim status
✅ Reduce calls from contractors
✅ Increase online application adoption by X%
Notice what’s NOT there: “Implement new CRM” or “Build new workflow”
Instead, focus on the OUTCOME once the solution is in place. This lets you validate whether the solution actually solves the problem.
💡 Pro tip for stuck stakeholders:
They know WHAT they want but struggle to articulate WHY. Don’t just ask “why?” – use AI tools to generate example objectives, then ask: “Do these resonate? Can we put numbers around this?”
Show options to spark the conversation instead of starting from a blank page.
With my co host Vanessa Grant at this month’s #BadAssBA trailblazer session. 💪🏻
Links to YouTube and group below – set your filter to “Most Recent” as LinkedIn hides any comments with outgoing URLs 🙄
