StrategyIntermediate

OGSM Framework

A strategic planning framework from Procter & Gamble and Unilever. OGSM stands for: Objective (the qualitative destination), Goals (specific quantitative targets that define success), Strategies (the choices about how to achieve the goals), and Measures (the KPIs that track strategy execution). It connects the inspiring 'why' to specific measurable actions on a single page — a powerful alternative to lengthy strategic plans.

Duration

2h–3h

Group size

3–15 people

Materials

OGSM template, whiteboard, markers

Origin

Community

How to run it

1
Objective: agree on one clear, inspiring qualitative statement of what you want to achieve.
2
Goals: translate the objective into 3–5 quantitative, time-bound targets. These should be specific enough to be unambiguous.
3
Strategies: for each goal, define 2–3 strategic choices — what you will do and, crucially, what you will NOT do.
4
Measures: for each strategy, define 2–3 KPIs that will tell you whether the strategy is working.
5
Fit it on one page. If it doesn't fit, it's not clear enough.
6
Review monthly: are strategies executing? Are measures moving? Are goals on track?

Tips

The hardest part is the Strategies — they must represent genuine choices (trade-offs), not just 'we will do everything'.
A strategy without a corresponding 'not' is not a strategy.
The one-page constraint is a feature, not a limitation.',

Variations

Run as a cascade: company OGSM → department OGSM → team OGSM. Combine with OKR workshops for organisations that prefer bottom-up goal setting.

Where it fits

Annual strategic planningBusiness unit alignmentMarketing strategyNew initiative planning

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