Sorry, it used to be “cut your coat according to your means”. That means, you align your objective in line of your resources. In other words, if you have plenty of resources, then think big. If you are scant in resources, design an objective that would match resources. For businesses maintaining status quo, or just reaping cash through an established market with brand loyalty, you might follow this advice well. But this cannot be the approach for innovative companies. The history tells something otherwise.
Thus, for others aspiring to be innovative and cherishing big dreams, you rather do the opposite. Do not compromise with your objective, rather be creative in managing resources so that the new resource base can be developed over time to realize your ultimate dream. Steve Jobs, Richard Branson, Ted Turner and names go on, did not compromise with their dreams. Rather they kept their dreams alive and creatively managed resources to achieve that ultimate goal. Which approach to objective and strategy setting would you follow?