The OGSM Model
The OGSM Model
What is OGSM?
A Complete Guide to the Strategic Method
What is OGSM?
A Complete Guide to the Strategic Method
Do you want to define your business strategy simply and effectively? Discover the power of the OGSM model and learn how to make your goals concrete and measurable.
In this guide, we explain what OGSM means, how you can achieve your goals with OGSM, and why OGSM is indispensable for your organization.
Do you want to define your business strategy simply and effectively? Discover the power of the OGSM model and learn how to make your goals concrete and measurable.
In this guide, we explain what OGSM means, how you can achieve your goals with OGSM, and why OGSM is indispensable for your organization.
What does OGSM stand for?
What does OGSM stand for?
The meaning of OGSM is derived from Objectives, Goals, Strategies, and Measures. It is a strategic planning model used to set clear objectives (Objectives), establish measurable goals (Goals), formulate strategies to achieve those goals (Strategies), and identify measurable measures to track progress (Measures). The OGSM method provides a structured approach to developing an effective and executable plan, summarized on one page, enabling organizations to more easily and with greater focus determine their strategic direction and systematically achieve their goals.
The OGSM model is often summarized as a "business plan on 1 A4", as it reflects the core of a company's strategy in a concise and clear document.
The meaning of OGSM is derived from Objectives, Goals, Strategies, and Measures. It is a strategic planning model used to set clear objectives (Objectives), establish measurable goals (Goals), formulate strategies to achieve those goals (Strategies), and identify measurable measures to track progress (Measures). The OGSM method provides a structured approach to developing an effective and executable plan, summarized on one page, enabling organizations to more easily and with greater focus determine their strategic direction and systematically achieve their goals.
The OGSM model is often summarized as a "business plan on 1 A4", as it reflects the core of a company's strategy in a concise and clear document.
What is an OGSM?
What is an OGSM?
An OGSM is a strategic framework that translates your vision and strategy into a clear and actionable plan. It is often described as a business plan on one A4, because you should be able to print it (clearly readable) on one A4 sheet. This helps you to:
Concretise vision and strategy
Make goals sharp, clear, and measurable
Get the whole organisation on one page (both literally and figuratively)
By using an OGSM template, you can bring together all goals, priorities, and actions on one clear page.
An OGSM is a strategic framework that translates your vision and strategy into a clear and actionable plan. It is often described as a business plan on one A4, because you should be able to print it (clearly readable) on one A4 sheet. This helps you to:
Concretise vision and strategy
Make goals sharp, clear, and measurable
Get the whole organisation on one page (both literally and figuratively)
By using an OGSM template, you can bring together all goals, priorities, and actions on one clear page.
How isthe OGSM model used?
How isthe OGSM model used?
OGSM starts with formulating an inspiring and directional Objective, followed by translating it into measurable Goals. Strategies pave the way to achieve the Objective, with emphasis on the importance of focus and making real choices. Measures (Dashboard & actions) are then formulated to track progress, set up projects for execution, and make adjustments as necessary.
OGSM starts with formulating an inspiring and directional Objective, followed by translating it into measurable Goals. Strategies pave the way to achieve the Objective, with emphasis on the importance of focus and making real choices. Measures (Dashboard & actions) are then formulated to track progress, set up projects for execution, and make adjustments as necessary.
Objective
Objective
Objective
Your spot on the horizon based on your long-term vision and mission. What is the ambitious goal that your company wants to achieve? The Objective is a qualitative description of your ambition and provides direction to your plan.
Your spot on the horizon based on your long-term vision and mission. What is the ambitious goal that your company wants to achieve? The Objective is a qualitative description of your ambition and provides direction to your plan.
Goals
Goals
Goals
The quantitative translation of your Objective. It translates the key elements from the Objective into specific, measurable, achievable, relevant, and time-bound (SMART) goals. These goals help you determine if you are on the right track.
The quantitative translation of your Objective. It translates the key elements from the Objective into specific, measurable, achievable, relevant, and time-bound (SMART) goals. These goals help you determine if you are on the right track.
Strategies
Strategies
Strategies
The building blocks to achieve your Objective (en Goals). The strategies describe the route of your plan. A strategy is always a description of a specific strategic choice. Each strategy must therefore formulate very precisely what the strategy is aiming for and how this can be achieved. In this way, each strategy provides concrete direction for the implementation of your plan.
The building blocks to achieve your Objective (en Goals). The strategies describe the route of your plan. A strategy is always a description of a specific strategic choice. Each strategy must therefore formulate very precisely what the strategy is aiming for and how this can be achieved. In this way, each strategy provides concrete direction for the implementation of your plan.
Measures
Measures
Measures
Monitor and control with dashboards and action plans. Measure the progress of each strategy with SMART KPIs and ensure that the actions keep the dashboard moving. To effectively implement an action and ensure accountability, always assign it an owner and a deadline.
Monitor and control with dashboards and action plans. Measure the progress of each strategy with SMART KPIs and ensure that the actions keep the dashboard moving. To effectively implement an action and ensure accountability, always assign it an owner and a deadline.
Advantages of OGSM
Advantages of OGSM
Five reasons why you should use OGSM:
Reason 1. Clarity and focus
OGSM helps organizations clearly define their objectives. By formulating concrete goals and strategies, it becomes easier for everyone within the organization to understand what needs to be achieved and how that should be done.
OGSM also helps you set priorities by identifying the most important goals and strategies. This prevents resources and energy from being wasted on less relevant tasks. With a clear and detailed plan in OGSM, decisions can also be made faster and with more confidence.
Reason 2. Higher engagement, more responsibility and ownership
OGSM is particularly effective in cascading goals throughout the organization, from the highest management level to individual departments and projects. This means that strategic objectives are translated into concrete action plans at every level of the organization in a consistent and clear manner. This ensures that everyone, from top management to individual team members, is heading in the same direction and working towards shared objectives. This fosters a sense of ownership and responsibility among all stakeholders.
Reason 3. Improved (internal) communication and decision-making
Since the OGSM model facilitates clarifying focus and responsibilities, it is also a pleasant tool for streamlining clear and consistent communication within the organization. With a clear overview of goals and strategies, OGSM provides good insight and valuable information that can aid decision-making. This makes it easier to make informed decisions that are in line with strategic objectives.
Reason 4: More flexibility and agility
OGSM offers a structured approach, but the model is simultaneously flexible and agile. This means that you can continuously respond to changes and risks. By always placing objectives and strategies at the center, OGSM forces you to identify and address potential risks early. The model allows for quick adjustments based on changes inside and outside the organization, as projects, strategies, and desired outcomes are interconnected. This ensures a rapid and simple adjustment of plans when circumstances require it, resulting in a dynamic and responsive organization.
Reason 5: A continuous improvement process
OGSM promotes a culture of continuous improvement by emphasizing clear objectives and targeted efforts. The model allows for systematic learning from what works and what doesn't. By focusing on measurable results and structured evaluation (for example, through the PDCA cycle: Plan-Do-Check-Act), organizations can continuously improve their processes. This means that you not only look at current performance but are also constantly seeking ways to increase efficiency and effectiveness. This continuous feedback loop ensures that the organization keeps evolving and optimizing based on concrete data and experiences.
Five reasons why you should use OGSM:
Reason 1. Clarity and focus
OGSM helps organizations clearly define their objectives. By formulating concrete goals and strategies, it becomes easier for everyone within the organization to understand what needs to be achieved and how that should be done.
OGSM also helps you set priorities by identifying the most important goals and strategies. This prevents resources and energy from being wasted on less relevant tasks. With a clear and detailed plan in OGSM, decisions can also be made faster and with more confidence.
Reason 2. Higher engagement, more responsibility and ownership
OGSM is particularly effective in cascading goals throughout the organization, from the highest management level to individual departments and projects. This means that strategic objectives are translated into concrete action plans at every level of the organization in a consistent and clear manner. This ensures that everyone, from top management to individual team members, is heading in the same direction and working towards shared objectives. This fosters a sense of ownership and responsibility among all stakeholders.
Reason 3. Improved (internal) communication and decision-making
Since the OGSM model facilitates clarifying focus and responsibilities, it is also a pleasant tool for streamlining clear and consistent communication within the organization. With a clear overview of goals and strategies, OGSM provides good insight and valuable information that can aid decision-making. This makes it easier to make informed decisions that are in line with strategic objectives.
Reason 4: More flexibility and agility
OGSM offers a structured approach, but the model is simultaneously flexible and agile. This means that you can continuously respond to changes and risks. By always placing objectives and strategies at the center, OGSM forces you to identify and address potential risks early. The model allows for quick adjustments based on changes inside and outside the organization, as projects, strategies, and desired outcomes are interconnected. This ensures a rapid and simple adjustment of plans when circumstances require it, resulting in a dynamic and responsive organization.
Reason 5: A continuous improvement process
OGSM promotes a culture of continuous improvement by emphasizing clear objectives and targeted efforts. The model allows for systematic learning from what works and what doesn't. By focusing on measurable results and structured evaluation (for example, through the PDCA cycle: Plan-Do-Check-Act), organizations can continuously improve their processes. This means that you not only look at current performance but are also constantly seeking ways to increase efficiency and effectiveness. This continuous feedback loop ensures that the organization keeps evolving and optimizing based on concrete data and experiences.
Ready to get started with OGSM?
How does an OGSM work?
How does an OGSM work?
Where do you start with OGSM?
OGSM stands for Objective, Goals, Strategies, Measures and provides a powerful framework to develop a clear, measurable strategy. Here you will discover how to start with OGSM and what the main steps are.
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 guideline for all other steps in the OGSM model.
How do you formulate a good Objective?
A good Objective within the OGSM model must be Clear, inspiring, and directional and reflect the overarching ambition of the organization. A good objective consists of two components:
1. A clear ambition: What do you want to achieve?
2. A sharply chosen direction: How will you achieve that?
Example Objective:
“To become a market leader in [your sector/region] by transforming into a fully customer-driven organization.”
Step 2: Goals – The quantitative objectives
The Goals are the measurable results required to realize the Objective. These goals are SMART: Specific, Measurable, Achievable, Relevant, and Time-bound.
Example Goal:
“Achieve a market share of 12% within 12 months.”
Step 3: Strategies – The strategic building blocks
The Strategies describe how you will achieve the set goals. This includes the major choices and directions.
Characteristics of good Strategies: Focused on the core of your challenge and practically executable.
Example Strategy:
“Increase the organic share on Google by improving technical SEO and link-building.”
Step 4: Measures – Measurements and actions
The Measures make the strategy measurable and action-oriented. They consist of:
1. Dashboard measurements: KPIs and metrics to monitor progress.
2. Actions: Specific tasks to implement the strategy.
Examples Measures:
Dashboard: “Increase average time on the website by 10% in 5 months.”
Action: “Research factors contributing to bounce rates.”
Why OGSM?
OGSM provides a clear overview of your strategy, allowing you to effectively steer and improve your organization. Start today by formulating your Objective and work step by step towards a successful implementation!
Where do you start with OGSM?
OGSM stands for Objective, Goals, Strategies, Measures and provides a powerful framework to develop a clear, measurable strategy. Here you will discover how to start with OGSM and what the main steps are.
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 guideline for all other steps in the OGSM model.
How do you formulate a good Objective?
A good Objective within the OGSM model must be Clear, inspiring, and directional and reflect the overarching ambition of the organization. A good objective consists of two components:
1. A clear ambition: What do you want to achieve?
2. A sharply chosen direction: How will you achieve that?
Example Objective:
“To become a market leader in [your sector/region] by transforming into a fully customer-driven organization.”
Step 2: Goals – The quantitative objectives
The Goals are the measurable results required to realize the Objective. These goals are SMART: Specific, Measurable, Achievable, Relevant, and Time-bound.
Example Goal:
“Achieve a market share of 12% within 12 months.”
Step 3: Strategies – The strategic building blocks
The Strategies describe how you will achieve the set goals. This includes the major choices and directions.
Characteristics of good Strategies: Focused on the core of your challenge and practically executable.
Example Strategy:
“Increase the organic share on Google by improving technical SEO and link-building.”
Step 4: Measures – Measurements and actions
The Measures make the strategy measurable and action-oriented. They consist of:
1. Dashboard measurements: KPIs and metrics to monitor progress.
2. Actions: Specific tasks to implement the strategy.
Examples Measures:
Dashboard: “Increase average time on the website by 10% in 5 months.”
Action: “Research factors contributing to bounce rates.”
Why OGSM?
OGSM provides a clear overview of your strategy, allowing you to effectively steer and improve your organization. Start today by formulating your Objective and work step by step towards a successful implementation!
What our customers say
What our customers say
"Within our organization, OGSM has been embraced as a strategic steering tool. The fresh and independent perspective in this process greatly aided us in having the right discussions without getting bogged down in lengthy debates. I can definitely recommend OGSM.com if you are looking for a partner and method to take your strategic planning and execution to the next level in your organization!"
Lucas van Schijndel
General manager Louwman BYD
Which organizations use OGSM?
Which organizations use OGSM?
OGSM has been used for many years by various organizations, ranging from small startups to large multinationals. Some examples of organizations that use OGSM include Procter & Gamble, The Coca-Cola Company, Toyota, Kellogs, Heineken, Unilever, Philips, Bol.com, Aviko, BYD, Alliander, and many more. OGSM is applied in various sectors, including FMCG, the automotive industry, the technology sector, and the service industry.
To get the most out of OGSM, it is important to see it not as a rigid system, but as a flexible tool. Start by formulating an inspiring yet realistic goal for the next 3-5 years. Then translate this into specific, measurable goals for the coming year. Ensure that your strategies are concrete and action-oriented, and that your measures can be regularly evaluated. Download our templates here.
A common pitfall is setting too many goals or strategies. Be selective and focus on what really matters. Involve your entire team in the OGSM process and encourage open discussions. Remember that the power of OGSM lies in its simplicity and clarity. By consistently working with OGSM and integrating it into your daily activities, you will find that your organization becomes increasingly effective in achieving both short- and long-term goals. Let's take the first step together towards a clear, impactful strategy for your organization. Contact us.
OGSM has been used for many years by various organizations, ranging from small startups to large multinationals. Some examples of organizations that use OGSM include Procter & Gamble, The Coca-Cola Company, Toyota, Kellogs, Heineken, Unilever, Philips, Bol.com, Aviko, BYD, Alliander, and many more. OGSM is applied in various sectors, including FMCG, the automotive industry, the technology sector, and the service industry.
To get the most out of OGSM, it is important to see it not as a rigid system, but as a flexible tool. Start by formulating an inspiring yet realistic goal for the next 3-5 years. Then translate this into specific, measurable goals for the coming year. Ensure that your strategies are concrete and action-oriented, and that your measures can be regularly evaluated. Download our templates here.
A common pitfall is setting too many goals or strategies. Be selective and focus on what really matters. Involve your entire team in the OGSM process and encourage open discussions. Remember that the power of OGSM lies in its simplicity and clarity. By consistently working with OGSM and integrating it into your daily activities, you will find that your organization becomes increasingly effective in achieving both short- and long-term goals. Let's take the first step together towards a clear, impactful strategy for your organization. Contact us.
OGSM example
OGSM example
At OGSM.com, we use our own OGSM as a guideline. Our ambition is to position OGSM globally as the best strategy and control model by guiding teams towards a best-in-class application.
See below our own OGSM as an example:
At OGSM.com, we use our own OGSM as a guideline. Our ambition is to position OGSM globally as the best strategy and control model by guiding teams towards a best-in-class application.
See below our own OGSM as an example:
Why OGSM.com?
Managers, leaders, and executives know that their organizations need to have a strategy. Yet many are faced with challenges throughout the entire strategic planning process. Our passionate and experienced consultants and strategy experts have helped many companies and organizations in various sectors, including small businesses, non-profit organizations, and large multinationals, to develop their strategy, clarify their structure, and streamline their efforts towards success with the power of OGSM. Always in an energetic and inspiring way.
Want to know how?
OGSM Templates
OGSM Templates
We have developed various OGSM templates for you, in various formats, which you can easily download here.
At OGSM.com, we work with Powerpoint because this format is the easiest to edit. When you use Powerpoint, Keynote, or Google Slides as a template, the format also requires you to keep your OGSM to 1 A4, unlike Excel for example.
We have developed various OGSM templates for you, in various formats, which you can easily download here.
At OGSM.com, we work with Powerpoint because this format is the easiest to edit. When you use Powerpoint, Keynote, or Google Slides as a template, the format also requires you to keep your OGSM to 1 A4, unlike Excel for example.