The term objective is from 1738, "something objective to the mind," from objective (adj.). Meaning "goal, aim" (1881) is from military term objective point (1852), reflecting a sense evolution in French. Businesses have many objectives for existing. Sustainable revenue growth. Strong margins. Increasing velocity. Healthy return on assets. Excellent customer experience. Strong talent management. Strong market. Profitable customers. Staying ahead of the competition. Driving opportunities. Focus on the objectives to thrive in the new business order.