Effective communication never consists of words alone. There must be a purpose behind those words that calls an audience to action. The result of this action is, ideally, identical to what we call a communicator’s objective. Simply put, your objective is the goal or purpose you hope to achieve with your audience as a result of the delivery of your message. A computer sales rep wants to sell a computer, a teacher wants the students to learn their state capitals, and a safety manager wants the workers to avoid injury.

By David Lewis and G. Riley Mills as seen in Fast Company