OGSM: your strategy on a single page

What does OGSM stand for?

OGSM stands for:

Objective – your long-term ambition

Goals – concrete, measurable targets

Strategies – the 3-5 key choices to reach your goals

Measures – KPIs and actions to track progress

The OGSM model helps you make clear choices, set direction, and stay in control of your strategy’s execution.

What is an OGSM?

OGSM is often described as a “business plan on one page.” It brings together your ambition, objectives, strategic choices and key actions in one clear structure, helping you create:

1. Clear direction

2. Stronger team engagement

3. Measurable progress

4. Fast and flexible course correction

OGSM helps you to:

• Translate vision and strategy into concrete action

• Make goals clear, sharp and measurable

• Align your entire organization on a single page – both literally and strategically

How to use the OGSM model?

1. Define your Objective (qualitative) – What is your 3-5 year horizon?

2. Set your Goals (quantitative) – What results do we need to achieve?

3. Choose your Strategies – What are the 3-5 most important choices?

4. Make it measurable with Measures – KPIs and actions with deadlines and owners

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A compelling Objective

This is your long-term goal based on vision and mission. What bold ambition do you want to achieve for your team, company or organization? The Objective gives your plan direction and purpose.

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Specific Goals

These are the measurable outcomes that bring your Objective to life. They should be SMART: Specific, Measurable, Achievable, Relevant, and Time-bound.

Guiding Strategies

Strategies are the building blocks of your OGSM. They form the heart of the plan and describe the path forward. Effective strategies are action-oriented, clearly scoped, and make trade-offs explicit.

Dashboards and actions in the Measures

Use dashboards to monitor progress and guide action. Each strategy is linked to measurable KPIs and actionable steps. Every action should have an owner, a deadline, and a clear link to the related strategy.

‍Benefits of OGSM

1. Clarity and focus‍

OGSM forces you to make clear choices. You define your ambition, select the right strategies, and track progress with precision.

‍2. Increased engagement and ownership

Everyone understands where the team is going and what contribution is expected.

3. Better internal communication and decision-making‍

OGSM supports consistent decision-making and broad understanding of strategy.

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‍4: Greater flexibility and adaptability

The model is easy to adjust based on new insights or changing conditions.

5: A continues improvement process

By evaluating your OGSM regularly (e.g., quarterly), your strategy stays current and effective.

Where to start with OGSM?

Begin with a compelling Objective. Translate it into measurable Goals. Define your Strategies and break them down into actions and KPIs. Work with your team, involve stakeholders, and use our OGSM template to get started right away.

‍Step 1: Objective – Your long-term qualitative goal

Your Objective is your overarching ambition – the long-term outcome you aim to achieve. It guides every part of your plan.

A good Objective is:

1. Clear and inspiring

2. Direction-setting for the entire organization

Example Objective:

“Become the market leader in [your sector/region] by transforming into a fully customer-driven organization.”

Step 2: Goals – The measurable outcomes

Goals define what success looks like. They are SMART and aligned with your Objective.

Example Goal:

“Achieve a 12% market share within 12 months.”

Step 3: Strategies – The strategic building blocks

Your Strategies explain how you’ll reach your Goals. They focus on the key challenges and opportunities and should be actionable and realistic.

Example Strategy:

“Improve organic visibility in Google through enhanced technical SEO and link building.”

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Step 4: Measures – Metrics and actions

Measures make your strategy actionable. They consist of:

1. Dashboard metrics – KPIs and benchmarks to track progress

2. Actions – Specific projects or tasks linked to each strategy

Example Measures:

• Dashboard: “Increase average time on site by 10% within 5 months.”

• Action: “Conduct user research to identify bounce rate drivers.”

Who uses OGSM?‍

OGSM is used by organizations of all sizes—from multinationals like Procter & Gamble, Toyota, BYD, and Bol.com to local governments, SMEs, and nonprofits. The model works in any context where clarity, strategic choice and execution are essential.

‍OGSM Example

Curious to see what a complete OGSM looks like? Below is a sample including a filled-in Objective, Goals, Strategies and Measures—so you can get a feel for the structure.

Why OGSM.com?

The consultants at OGSM.com have helped over 60 organizations sharpen their strategy and create executable plans. With a proven, energetic approach, we bring clarity, focus, and momentum to your team.