Direction
Knowing why you are building what you are building, and where you want to go, is really important.
direction
Metrics
Most organizations use metrics not to measure progress, but to hide from accountability. They optimize proxies to create the illusion of momentum and velocity, while the actual foundation rots.
Objectives
An Objective is a goal with a clearly defined end state. It has a measurable outcome and/or change in output. Without an objective, teams measure motion instead of progress.