I have to be honest, when I first heard about the Benchmark project I was a little circumspect. In my experience, most people don’t even know what the definition of a “benchmark” really is and it is often misconstrued as a goal or an objective. While benchmarks do work with goals and objectives, and even, *said in a whisper* strategic plans, they are by definition different. A benchmark is an industry standard or point of reference against which things may be compared or assessed. For example, a company wishing to improve would look to another company that is setting the industry standard in terms of development, quality, or service, and use that company’s success as a benchmark for setting their own goals.