I think they are saying a little more than that. From what I gather, they are trying to distinguish the concept of an objective from strategy. An objective is s

I think they are saying a little more than that. From what I gather, they are trying to distinguish the concept of an objective from strategy. An objective is something that is desired to be achieved, something that indicates the business is running well. It is merely a target and does not specify how that target can be achieved. Strategy is what gives direction as to how a target can be reached and sort of a framework under which they can operate. I think what they are arguing is that businesses sometimes define objectives without having a strategy. In such a situation there will be a hundred different ways how the objective can be achieved but no direction on which way to pick and each pulling the business in different directions. I agree that it is quite business language heavy. My understanding could be wrong, take it as a non-business guy's interpretation.