Setting goals is a fundamental part of driving development and achieving results, both for individuals and organisations. But for a goal to be truly powerful and guiding, it is not enough for it to be ambitious – it also needs to be clear and achievable. The SMART model is a well-established tool that helps to formulate just such goals.
What are SMART goals?
SMART is an acronym that stands for Specific, Measurable, Achievable (or attractive/ambitious), Realistic (or relevant), and Time-bound. It is a mnemonic and a checklist used to define and formulate goals in a way that increases clarity, focus, and the likelihood that they will actually be achieved. By ensuring that a goal meets the SMART criteria, it becomes easier to understand, track, and work towards.
Why is the SMART model important and useful?
Using the SMART model when formulating goals provides several benefits:
- Clarity and focus: Forces clarity about what is to be achieved, which reduces the risk of misunderstandings and helps to focus efforts.
- Measurability and tracking: Makes it possible to objectively measure progress and determine when the goal has been achieved.
- Increased motivation: Clear and achievable goals tend to be more motivating than vague or unrealistic ambitions.
- Realism and feasibility: Ensures that the goal is practically possible to achieve with available resources and within given constraints.
- Relevance and prioritisation: Helps to ensure that the goal is meaningful and in line with overall strategies and purposes.
- Timeframe and impetus: Creates a sense of urgency and a clear deadline to work towards.
How does the SMART model work?
For a goal to be SMART, it should meet the following criteria:
- Specific: The goal should be clear and well-defined. What exactly is to be achieved? Who is involved? Where will it take place? Why is it important? Avoid vague formulations.
Example (non-specific): ”Improve customer satisfaction.”
Example (specific): ”Increase customer satisfaction for product X, measured by Net Promoter Score (NPS), among customers in the UK.” - Measurable: There must be a way to quantify the goal and measure progress. How will we know when the goal is achieved? What indicators or key figures will be used?
Example: ”Increase the NPS score by 10 points.” - Achievable / Attractive / Ambitious: The goal should be challenging yet realistic to achieve given the resources, knowledge, and time. There should also be acceptance and commitment from those who will work towards the goal (Achievable), and it should feel meaningful and appealing (Attractive/Ambitious).
Example: Is an increase of 10 NPS points realistic and accepted by the team? - Realistic / Relevant: The goal must be attainable within the given conditions and resources. It should also be relevant to the organisation’s or individual’s overall vision and strategy. Does this goal contribute to what we want to achieve in the long term?
Example: Is improving customer satisfaction for product X relevant to the company’s overall strategy of growing within this segment? - Time-bound: There must be a clear timeframe or deadline for when the goal is to be achieved. This creates a sense of urgency and makes it easier to plan and follow up.
Example: ”…within 6 months from today (specific date).”
SMART goals are a practical and effective framework for transforming general ambitions into concrete, measurable, and time-bound goals that drive action and facilitate monitoring.