Replace the concept of Business goals with mission objectives

BUSINESS GOALS might include such issues as increasing market share,increasing net profitability, reducing overhead, Creating differentiation in the market place, or reducing unit cost of manufacturing of appliances and other things. Business goals can often be translated into financial measures, although not always. If you are proposing to a government agency, replace the concept of business goals with mission objectives. Most government agencies or departments have a clearly defined mission, and your recommendations should be focused on helping them achieve that mission faster, safer, more completely, or more economically.