Redefining goals and objectives should not be a reactive process but a proactive one. Key moments to consider include: - Market Shifts: Significant changes in the market landscape or competitive environment. - Internal Changes: Organizational restructuring, mergers, or shifts in leadership. - Performance Metrics: When current goals are consistently unmet or surpassed, indicating a need for recalibration. - Innovation and Technology: New technologies or innovations that could impact the business model.