These are aims or objectives which can be specific and measurable or in other words can be broader to define the general course the organization strives to follow. These goals may cover recruitment and hiring aspirations to have greater diversity in a team, corporate social responsibility objectives, or any other ambitions of the business. Generally, more flexible and iterative than business initiatives or benchmarking programmes.

It is important for organizations to set goals in their organizations as it will give them a target to reach each year; without setting goals, the organization will not improve or be able to improve its processes and move forward.