What is this?
Objective Orientation is looking at outcomes (results) and the time, effort and ingredients that go into producing them in measurable, objective terms rather than subjective terms which are subject to personal evaluation.
Why is this important?
In persuading, negotiating and contracting with others to exchange time, effort and money for a product or service an objective orientation will allow the agreement to be defined in such a way as to provide indisputable evidence of fulfillment. In the printing industry for example, the subjectivity of color became a contested issue for customers and printers to the point that standardized colors were created to eliminate dispute - they are called Pantone colors and are extremely consistent. Pantone colors gave the printing industry a way to bring objectivity to the otherwise highly subjective interpretation of colors..."your dark green is not dark at all! It's more like medium green to me."
By creating an object called Pantone 19-5513 (as an example), a specific and highly consistent dark green ink, the industry now significantly reduced subjectivity from the evaluation of their finished printed product and significantly reduced disputes regarding color.
In any business it is helpful to move toward objectifying as much as we can so as to reduce the opportunity for disagreement and dispute. Even things that sound objective such as "The tires have 70% or better tread-life remaining in them" can leave considerable room for dispute. A better specification would be there is 9mm of tread at the time of delivery or something less disputable.