SMART goals graphic with a woman holding a compass for direction, pens for writing goals, clock to time-bound, and chess pieces for strategy." width="595" height="400" />Every year I create vague New Year's resolutions, but this year I decided to try something different.
SMART goals graphic with a woman holding a compass for direction, pens for writing goals, clock to time-bound, and chess pieces for strategy." width="595" height="400" />
Using the SMART goal framework (specific, measurable, attainable, relevant, and time-bound), I reworded my 2023 goal from "read more books" to "read two books per month to hit my goal of reading 24 before the end of the year."
The SMART framework is an effective strategy for creating more specific and attainable goals. Plus, it provides benchmarks against which you can measure your progress — if you have a larger, more daunting goal, smaller steps can help you remain motivated.
Here, let's explore what SMART goals are, why they're important, and how to make your own.
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Most trace the SMART acronym back to a 1981 paper by George Doran, "There’s a S.M.A.R.T. way to write management goals and objectives." His colleagues Arthur Miller and James Cunningham are also credited for their work on this paper.
The "Objectives" section of this paper asks "How do you write meaningful objectives?" Then goes on to define the SMART acronym as the following:
The meaning of each letter in this acronym can shift based on the user and how they want to apply this framework to their business. You can see the most popular terms and their best-known alternatives below:
The paper also says that not every goal will need to meet all five criteria. Instead, the goal was to use this acronym to create a benchmark for management excellence.
But today, the SMART acronym usually looks like this:
SMART goals are:
This framework continues to be useful because it's easy to remember and can help streamline the goal-setting process.
Let's talk more about each part of the SMART acronym and how you can apply this as you create measurable goals for yourself and your team.
Specific goals are clear and include precise details. Specificity makes your goal easy to understand and carry out.
To check if your goal is specific, ask more than one person to review your goal and rephrase what you are trying to do. If your proofreaders come up with more than one idea of your final goal, it isn't specific enough.
Measurable goals are targets that you can calculate and track over time. Goals that include a set measurement or metric are more concrete than anecdotal goals or plans based on someone’s opinion.
Measurable goals give you and your team a chance to track progress toward a goal and make changes over time. It also gives you a clear and specific picture of success.
To figure out how to make your goal measurable, look closely at your ultimate goal. Ask yourself:
Then, choose the metrics that most directly connect to your final goal. If you're not sure which metrics to choose, this guide to KPIs can help you get started.
Attainable goals are challenging but achievable. This aspect of goal-setting should consider the unique qualities of your team well as the problems and blockers you work on together.
To set ambitious but attainable goals, start by thinking big. Create a list where you imagine the best possible outcomes. Take a break for a day or two, then come back and edit your list with every question, challenge, and critique you can think of.
Goals that are too easy to meet won't motivate your team or lead to growth. But goals that are unrealistic can demoralize your team and strain resources. It's important to find the right balance.
Relevant goals support the mission, vision, and priorities of your business.
To make sure your SMART goals connect to your business goals, start the goal and objective-setting process with a quick review.
Read through your company's mission and vision statements, or print and post them on the wall in a shared space. Then review quarterly business reports, recent memos, or any recent communication about business goals. This will mean you start the process with what's relevant at the top of your mind.
After you draft your SMART goals, do another quick scan of these documents and review your goals for relevance.
It's easy to get excited about a new idea, even if it doesn't align with company priorities. But the best ideas will support your most essential business goals.
Time-bound goals have a specific deadline or timeframe. Adding a time constraint to your goal creates a sense of urgency.
Urgency combines importance with a need for action. This is sometimes because there's a fear of consequences. Other times employees feel it because they're eager to prepare for the future or meet an exciting goal.
Time constraints are important to your goal-setting process. This is because tasks that are time-sensitive often feel more important than tasks without a timeframe attached. This means that, no matter how essential a project is, it will drop in priority without a deadline.
Luckily, it's easy to create a feeling of urgency. Just add a realistic timeframe to your goal. Time-bound goals also set clear expectations for stakeholders, which improves communication.
A free template to help you create S.M.A.R.T. goals for marketing campaign success.
