"Unless you have definite, precise, clearly set goals, you are not going to realize the maximum potential that lies within you."
Zig Ziglar
20th/21st century American author/salesman/motivational speaker
There's much more to achieving personal and professional goals than this but if you don't do this, or if you do it incorrectly, none of the rest of it matters.
"One day Alice came to a fork in the road and saw a Cheshire cat in a tree. "Which road do I take?", she asked. "Where do you want to go?", was his response. "I don't know", answered Alice. "Then", said the cat, "it doesn't matter."
Lewis Carroll
19th century English mathematician and novelist
I chose the complete quote rather than the more business oriented abbreviated version most all involved in planning will recognize from planning literature, to remind us that goal setting is just as critical in our personal lives as it is in our business lives.
"Management by objectives works if you first think through your objectives. Ninety percent of the time you haven't."
Peter Drucker
Mr. Drucker was not one to sugar coat things, this quote being but one example of his famous directness. And there could be some exaggeration in this although if so I wouldn't be surprised to learn the real number is at least 75%.
In my (relative to Mr. Drucker) very humble experience, the problem is not so much that clients don't have objectives as it is the fact that they don't have specific objectives that they then tie to specific actions measuring everything as they attempt to reach them.