This sentence is attributed to William R. Hewlett. It displays a deeply embedded human habit.
Objectives like "sales growth" or "improved bottom line" are not really valuable in this context.
These economical or operating figures can be seen as the basic purpose or reason of existence of any enterprise.
Questions to determine objectives sound like:
Do we want to better serve our clients, being under the top 5 in client satisfaction?
If you want support for your organization,