Setting objectives for 2024

Set your firm up for success in the year ahead.

The beginning of the year is a natural point in time to take a step back from the day-to-day aspects of running your business and spend some time thinking about what success looks like in 12 months’ time.

What do you want your business to achieve and how are you going to get there?

Start by reaffirming your business’s core values and mission. Strategic objectives should seamlessly align with your firm’s overarching vision, creating a roadmap that resonates with both your team and your customers. This alignment fosters a sense of unity and clarity, ensuring that every step taken is a purposeful stride towards your business goals.


The business landscape is ever-changing, and staying ahead requires a keen understanding of market trends, consumer behaviour, and emerging technologies. Conduct a thorough analysis to identify opportunities and threats, allowing your strategic objectives to better align to key market trends.


When setting objectives for the year, its best to engage with your key stakeholders including the management team and your employees (in larger firms, it’s more practical to take soundings from a few employees, or perhaps conduct a firmwide survey to gather feedback). Taking a more collaborative approach will help you to get buy-in to the objectives from across the firm as your team of people will have a sense of ownership of the firm’s strategy. In addition, inviting people from across your business to contribute their ideas taps into a more diverse pool of perspectives which can offer valuable insights that may shape the strategic direction of the firm’s objectives.


When creating the firm’s objectives for the new year, it’s important to set realistic and measurable objectives, complete with key performance indicators (KPIs). Tangible metrics keep your team focused and motivated, providing a clear framework for assessing progress. This data-driven approach ensures that your strategic objectives are not just lofty aspirations but achievable targets that propel your business forward.


Once you have set out your objectives for the year, think about how to communicate these to the wider business. It can be helpful to run a kick-off meeting where you take the team through the new objectives, delegate tasks and ask the team for feedback. It’s important to maintain communication throughout the year, in order to keep everyone focused on the firm’s objectives, so create a plan to deliver monthly progress updates to your team.