Business Goal in BSC Designer
Business executives always have many insights about their company.
It is important to formalize these insights in the form of business
goals and objectives. Unlike in the simple to-do list, in the
business scorecard the cause-and-effect connections between
objectives are important. BSC Designer allows formalizing business
goals, aligning them with indicators or process maps, and
presenting them on the strategy map.
All of the control for business goals in BSC Designer are located
on the "Business goals" tab.
- The tool bar at the top allows adding new business goals and
aligning indicators with them.
- The area in the middle displays all of the business goals of
the scorecard project.
- The panel on the bottom is to specify and modify the properties
of a business goal.
Goals and objectives in BSC
By the way, sometimes the words "goal" and "objective" are used
interchangeably. Actually, there is a difference. The word "goal"
refers to some vague idea, or a business dream
"objective" is more specific and quantifiable. Any business
professional knows that all excellent objectives start with vague
goals, so in BSC Designer we don't obligate you to be specific. You
can manage vague goals, as well as specific business objectives.
To create and set up a new business goal follow these steps:
- Select a parent item for a new business goal and then click the
"New business goal" button on the tool bar. A new goal item will be
- As you can see, you are not limited to just a
list of business goals, you can create a
hierarchical goals structure with many parent and
A business goal item in BSC Designer has some important
- The Name and the Description
fields help to identify a goal and to add some more details about
- With an Initiatives button one can align a new
initiative with a selected business goal. Check the
"Initiatives" section of the manual for more details about
supported types of initiatives.
The cause-and-effect connection between
business goals is important as it helps to answer the "Why?" and
the "How?" questions of the strategy. BSC Designer allows managing
and visualizing these connections.
- There are two properties of a business goal item in BSC
Designer: "Contributes to" and
"Contributed by." With these fields you can
specify the cause-and-effect connection for a selected business
- Some types of strategy maps, like for example a "Balanced
Scorecard" strategy map, supports the visualization of these
cause-and-effect connections in the form of arrow links.
Using "Contributes to" and "Contributed by" fields is one way to
tell BSC Designer about the connection between business goals. It
is also possible to create some new business goals and establish
cause-and-effect connections between them directly
onto the strategy map. Check out the "Strategy map" section of
the manual for the details.
Goal on the strategy map
- Sometimes, a business goal that you have is important, but not
"strategic" enough to put it on the strategy map. In this case you
can have this business goal listed in BSC Designer, but you can
choose not to display it on the strategy map. For this purpose, use
"display on the strategy map" check box, which is available on the
goal's properties panel.
Once a new business goal is created in BSC Designer there are two
important things to do:
- Use the "Initiatives" button to align specific
action plans and initiatives with this business goal.
- Use the "Align with KPI" button to link some
indicators to this business goal.
Indicators that are aligned with business goals will be shown below
the respective business goal item. You can select an aligned
indicator and specify how you want it to be visualized on the
- If a respective indicator of a business goal helps in
monitoring the current business performance, then you might want to
choose "Stoplight" and "Gauge" to be visualized on the strategy
- If the indicator helps in tracking the progress towards some
target value, then you might want to have "Progress bar" and "Value
chart" to visualize the indicator's state on the strategy.
Switch to the "Strategy map" tab to see how the business goals and
aligned indicators are visualized.
- Some business goals are related to a specific process. In BSC
Designer you can create a detailed process map using drawing
functions provided by the "Strategy map" tab. After this, you can
align the created process map with a specific business goal as you
did it with an indicator.
In contrast from project management
where we deal with the
minor tasks and the distribution of specific resources, a business
scorecard is about a company's strategy
to put into the scorecard all of the smallest
tasks you have. The goal is to have a big picture of what's going
on in your business, and to understand the reasons and the
consequences better. The connected business goals, aligned
indicators, and strategy maps will help you with this.