\[\begin{align*} & \underset{\mathscr C}{\text{minimize }} \underbrace{\frac{1}{n}\sum_{j=1}^m \sum_{k \in \mathscr C_j} \big\Vert x_k - \bar x_{\mathscr C_j}\big\Vert^2}_{\text{within cluster sum of squares}} \\ &\textbf{ OR } \\ &\underset{\mathscr C}{\text{maximize}} \underbrace{\sum_{i=m} \frac{n_{\mathscr C_j}}{n}\cdot\big\Vert\bar x_{\mathscr C_j}\big\Vert^2 }_{\text{between cluster sum of squares}} \end{align*}\] Minimize the Euclidean distance between the data points to its closet centroid