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We are halfway through the year. What year will 2025 be?
Half a year has passed. A great time to evaluate, reflect, adjust and set course.
OGSM: your strategy on a single page
OGSM helps you create plans quickly and effectively. With OGSM, you bring clarity, structure and direction to your organisation – all on a single page. This enables you to make clear choices, so everyone knows where the organisation is headed and what’s needed to get there.
What does OGSM stand for?
OGSM stands for Objective, Goals, Strategies, and Measures. The first two – Objective and Goals – define what you want to achieve. Strategies describe how you plan to reach those goals, while Measures clarify how you will track and follow up on the progress of those strategies. This way, you translate ambition into concrete actions for both the short and long term.
So, in practical terms, the OGSM model represents:
• Objective – your qualitative, long-term ambition
• Goals – the measurable targets that guide you toward achieving your ambition
• Strategies – the 3 to 5 key choices that will help you reach your goals
• Measures – KPIs and actions to monitor measurable progress
It’s a powerful framework for strategic planning that helps organizations turn their vision into concrete, measurable, and action-oriented plans.
What is OGSM?
“The OGSM methodology is a strategic planning model that was adopted by Procter & Gamble from Japan in the 1950s and has since evolved into the tool organizations use to clearly define their direction — all on a single page. This structured approach helps companies translate their vision and mission into a concrete action plan, and is now widely used to collaborate more purposefully and decisively toward shared goals.”
The OGSM model is often referred to as a “one-page business plan,” because it brings together all the essential elements of your strategy in a concise and clear format. This leads to:
• Clarity and direction – OGSM forces you to make clear choices
• Engagement and ownership – Everyone understands what they’re working toward
• Agility – Clear measurements enable continuous improvement
• Alignment within the organization – OGSM is ideal for cascading: from company-wide goals to team and department level
• Flexibility – Strategy isn’t set in stone. OGSM is easy to adjust as new insights emerge
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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
We explain each part of the OGSM model in more detail below.
1. Objective – The Qualitative Long-Term Goal
The Objective in the OGSM model represents the horizon based on your long-term vision and mission. It defines the ambitious goal you want to achieve for your organization, team, or business. The Objective is a qualitative statement of your ambition and gives direction to your plan.
It’s important that there is consensus on the Objective, as it forms the foundation for the OGSM model and therefore the strategy that will be implemented.
2. Goals – The Quantitative Targets
These are the measurable outcomes that bring your Objective to life. They should be SMART: Specific, Measurable, Achievable, Relevant, and Time-bound.
3. Strategies – The Strategic Building Blocks
Strategies are the core elements that help you achieve your Objective and Goals. They form the heart of your plan and describe the route you will take. Well-defined strategies are purposeful, action-oriented, clearly scoped, and make choices explicit.
4. Measures – Metrics and Actions
Measure the progress of each strategy using KPIs and SMART targets, and define concrete actions. Every action is tied to a specific strategy and assigned to an owner with a deadline. These actions are tracked in a dashboard, so you know when and where to make adjustments.
Download your free OGSM Template here!
Preparing for OGSM: Where to Start
Before you begin using the OGSM methodology, you need a solid preparation.
You start your OGSM with an inspiring and directional Objective. Translate this into measurable (SMART) Goals. Define your set of strategies and work them out into actions and KPIs. Work collaboratively, involve stakeholders, and use our OGSM template to get started immediately.
Step 1: Objective – The Qualitative Long-Term Goal
The Objective is the overarching ambition or dream of your organization. It describes what you want to achieve in the long term and serves as a guiding light for all other parts of the plan.
How to formulate a good Objective:
A strong Objective should be clear, inspiring, and directional, and reflect the overarching ambition of the organization. It consists of two components:
1. A clear ambition: What do you want to achieve?
2. A well-defined direction: How will you get there?
Example Objective:
“Become the market leader in [your industry/region] by transforming into a fully customer-driven organization.”
Step 2: Goals – The Quantitative Objectives
Goals are the measurable results needed to achieve the Objective. These goals must be SMART.
Example Goal:
“Achieve a 12% market share within 12 months.”
Step 3: Strategies – The Strategic Building Blocks
The Strategies describe how you will achieve the set goals. This includes the key choices and directions.
Characteristics of effective strategies:
Focused on the core challenge and practically executable.
Example Strategy:
“Increase organic visibility on Google by improving technical SEO and link building.”
Step 4: Measures – Metrics and Actions
The Measures make the strategy actionable and measurable. They consist of:
1. Dashboard metrics – KPIs and indicators to monitor progress
2. Actions – Specific projects to execute the strategy
Example Measures:
Dashboard: “Increase average time on site by 10% within 5 months.”
Action: “Conduct research into factors contributing to bounce rates.”
OGSM in Practice: Who Uses It?
OGSM is used worldwide. From companies like Procter & Gamble, Coca-Cola Company, Toyota, BYD, and Bol.com to local governments, SMEs, and non-profit organizations. The model works in any sector where clear strategic choices are needed to move forward. Why?
• Clarity and focus: OGSM forces you to make clear decisions. You define your ambition, select the right strategies, and measure your progress.
• Increased engagement and ownership: Everyone knows what the team is working toward and what is expected of them.
• Better internal communication and decision-making: OGSM helps ensure consistent decisions and broad strategic support within the organization.
• Flexibility and agility: The model is easy to adapt based on new insights.
• A continuous improvement process: Evaluating the OGSM cyclically (e.g. quarterly) keeps the strategy current.
Download Your Free OGSM Template
Ready to get started? Download your OGSM Template with explanations and sample content. Start refining your one-page strategy today.
OGSM.com
Need help developing an OGSM for your organization? Contact our advisors at OGSM.com. We’ve helped over 60 organizations sharpen their strategy and create actionable plans. With an energetic and proven approach, we bring clarity and momentum.
Curious what an OGSM looks like? Below you’ll find an example OGSM with a filled-in Objective, Goals, Strategies, and Measures — so you can immediately get a feel for the structure and content.
Templates
Discover our OGSM-templates
We have developed various OGSM templates for you for various formats that you can easily download here.
Frequently asked questions and blogs
Learn from our knowledge hub
How do I fill out an OGSM?
You fill out an OGSM by going through four parts step by step:
1. Objective — formulate a clear long-term ambition.
2. Goals — make that ambition measurable with 3 to 5 concrete goals.
3. Strategies — determine the most important choices to achieve those goals.
4. Measures — add KPIs and actions to measure and execute progress.
Preferably use a template and involve your team for support and ownership.
How long does an OGSM cycle last?
An OGSM cycle usually lasts 12 months and follows the rhythm of the annual plan. The OGSM itself is set up at the start, with quarterly reviews to measure progress, adjust actions and learn. Some organizations work with a biannual update, but the basis often remains valid for one year and is cyclically tightened.
What is the difference between OGSM and OKR?
OGSM and OKR are both methods for translating goals into results, but differ in design and application. OGSM stands for Objective, Goals, Strategies and Measures and provides a complete strategic plan on one page including direction, choices and actions. OKR stands for Objectives and Key Results and focuses primarily on ambitious, measurable quarterly results, without a fixed strategy or action plan. OGSM is suitable for organizations that want to connect direction and implementation. OKR is ideal for short cycle focus and alignment.
Is OGSM useful for my organisation?
Yes, the OGSM model is suitable for companies of all sizes and industries. Whether you're a startup or a multinational, OGSM helps you clarify goals, implement strategies, and achieve results.
Why use OGSM?
The OGSM model is popular because it:
• Provides structure: It offers a clear and easy-to-understand framework.
• Enhances effectiveness: It emphasises measurable results.
• Boosts engagement: Teams collaborate to achieve shared goals.
OGSM helps organisations translate their vision into concrete actions, driving improved performance and teamwork.
OGSM.com has helped over 60+ organizations with OGSM such as:
OGSM has really given us direction and structure. Our teams now understand better how they complement each other and where their own responsibility lies. The cooperation with OGSM.com went smoothly; they challenged us, got excited and had a great eye for who we are as an organization. Thanks to their guidance, we now have plans that everyone supports and that really help us move forward in daily practice.
Pauline Escudero Lamboo
Customer Relations Division Manager - DICTU
Together with OGSM.com, we drew up a sharp and supported plan in a short time. The OGSM method helped us to make ambitions concrete and clarify priorities. She asked the right questions and provided structure without losing the pace. Prior to the process, OGSM.com also held interviews with internal and external experts, so that we could immediately include best practices. The result is a clear compass for our team in the coming months.
Paula van den Boer
Lead Customer Success - Toyota Louwman Financial Services
OGSM.com support was exactly what we needed. He not only helped us bring focus to our 2025 strategy, but also to make sharp choices that really fit where we want to go as an organization. The sessions were structured, energetic and gave us the clarity to continue building together. Thanks to his guidance, there is now a concrete plan that everyone feels ownership of. The implementation of our strategy is now in full swing!
Lisan van der Peet
VP Global HR
With guidance from OGSM.com, our team has significantly improved its collaboration. By focusing on a single, clear, and ambitious Objective, we now have a clear vision and roadmap for the years ahead. OGSM keeps us on track during planning and helps us focus on what truly matters. The result is a goal-oriented approach that allows us to move forward with confidence. Highly recommended for teams looking to seriously improve their strategy and results.
Rick Hunnink
Owner Videonieuwsbericht
Within our organisation, OGSM has been embraced as a strategic management tool. The fresh and independent perspective provided during the process was incredibly helpful in facilitating the right discussions without getting bogged down in lengthy debates. I would highly recommend OGSM.com if you’re looking for a partner and method to take your strategic planning and execution to the next level in your organisation.
Lucas van Schijndel
General Manager BYD
At Crest, we strive for personal leadership in the maritime sector. Before our collaboration with OGSM.com, we struggled to define a clear strategy. Thanks to OGSM.com, we now have an inspiring and focused strategy that challenges us to think bigger and act with more purpose. They also helped us formulate measurable initiatives, enabling us to effectively engage our stakeholders in the mission and execution of our plan. If you're considering working with OGSM, I'd definitely recommend OGSM.com!
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Seriena Bal
Program Director Crest Collective
GSM helps me and my teams transform annual plans into a clear, concrete framework that provides direction throughout the year and allows us to manage effectively. As a director at Port of Moerdijk and now at Leidingenstraat Nederland, I’ve experienced the power of this structured approach firsthand. Our OGSM.com advisor helps us refine our goals and ensures our plan remains up-to-date and results-focused. This turns it into a dynamic tool that truly drives our organisation forward.
Ferdinand van den Oever
Algemeen Directeur LSNED
