Objectives are not fate; they are direction. They are not commands; they are commitments. They do not determine the future; they are means to mobilize the resources and energies of the business for the making of the future.

Summary

This quote highlights the concept that objectives should be seen as a guide or compass rather than predetermined outcomes. It emphasizes that objectives are not rigid commands but rather commitments that guide the actions and decisions of a business. The quote also suggests that objectives do not guarantee the future but serve as a tool to effectively utilize resources and energy to shape and create that future. In essence, it underscores the dynamic and proactive nature of setting objectives and their role in driving growth and success.

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