The low-level ”What”.
An objective is ”a thing aimed at or sought; a goal”. (Oxford Dictionaries)
Goal: Concrete, measurable things we (the product team\the unit\the division\the company) will accomplish within a finite deadline. (Wikipedia)
Objective: ”A specific result that a person or system aims to achieve within a time frame and with available resources. In general, objectives are more specific and easier to measure than goals.” (Business Dictionary)
”Ideally speaking, each corporate, department, and section objective should be: a) Specific, b) Measurable, c) Assignable, d) Realistic, e) Time-related.” (Wikipedia)
Idea: Be as clear as possible. Don’t mix up objectives/goals with effects.
Intranet objectives, some examples: ”By the end of this year, every employee can use the intranet on any device and from any place.” (Effect: we can work more efficiently.) ”On Oct 1st 2019, 68% of the employees have uploaded a picture in the staff directory. 75% of the employees have registered at least one skill.” (Effect: Collaboration within the organisation is easier.)