That's good advice. I find it helpful to do both. We create high-level objectives of the sort you listed like, "Reduce the number of bugs being released", "Assimilate new team members more easily". Then we create a list of milestones related to one or more high-level objectives. One or more team members takes ownership of achieving milestones which are more specific like, "Research and purchase a good book on unit testing techniques", "Create a Continuous Integration build for all code branches", "Create the Visual Studio 2005 section of the coding conventions document".
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