What does SMART stand for in SMART Goals and SMART Objectives
S.M.A.R.T is the acronym that comes from the criteria on which we can guide in establishing our
goals and the
related objectives. Each letter defines one different criterion:
Specific: straightforward defined, precise and unambiguous.
Measurable: With specific points of reference that measure whether you are progressing or
not
Achievable: possible to successfully be reached
Relevant: With certain importance to your purpose
Timely: a defined timeline for completion
How SMART Goals and SMART Objectives came about
In 1968 Edwin A. Locke (born January 5, 1938), an American psychologist developed the Goal Setting Theory. His
research shows that setting specific goals leads to higher performance and that the harder is the goal the
higher will be the performance.
Later, in 1981, George T. Doran (born August 4, 1939), consultant and former Director of Corporate Planning for
Washington Water Power Company, published There's a S.M.A.R.T. way to write management's goals and objectives.
The paper debates the importance of the difference between the terms Goals and Objective and also about the
importance of setting them in a company.
"Goals represent unique executive beliefs and philosophies. They are usually of a form that is
continuous and
long term. For example (1) Conduct all corporate activities with honesty, integrity, and fairness; and (2)
take an active role in community activities and practice good corporate citizenship.
Objectives, on the other hand, give quantitative support and expression to management’s beliefs. For
example:
To develop and implement by December 31, 198… an inventory system that will reduce inventory costs by 1
million, with a cost not to exceed 200 work hours and $15,000 out-of-pocket initial expenditures"
George T. Doran
In this paper, George T. Doran defines what he called a guideline for SMART Goals and SMART Objectives. Not
absolutely all the Goals and Objectives must be SMART, but the closer they get to meet the criteria, the more
they will positively influence the organization's management.
The criteria established by George T. Doran as guidelines for setting SMART Goals and SMART Objectives are
"Specific – target a specific area for improvement.
Measurable – quantify or at least suggest an indicator of progress.
Assignable – specify who will do it.
Realistic – state what results can realistically be achieved, given available resources.
Time-related – specify when the result(s) can be achieved"
Other variants that have been used to define the 5 criteria are:
S: Strategic, Specific
M: Motivating
A: Agreed, Attainable, Achievable
R: Resourced, Reasonable, Results-based
T: Trackable, Time-based, Time/cost limited, Testable
How to meet the criteria of SMART Goals
S |
specific |
Clearly define what you are going to accomplish.
- What do I want to accomplish?
- How will this be done?
|
M |
measurable |
Identify criteria for measuring progress:
- How can the performance be verified?
- What tells when the goal is reached?
|
A |
attainable |
How plausible is the fulfillment of this goal
- What are the necessary resources and capabilities?
- It has been accomplished before?
|
R |
relevant |
Does it have a positive influence on the overall vision?
- Where will this goal take you?
- Does it represent substantial progress?
|
T |
time-bound |
Create a sense of urgency to increase motivation
- When does it start?
- By when must be completed?
|
How to meet the criteria of SMART Objectives
S |
specific |
Define what you expect and who will do it
- Use action verbs
- Provide enough detail
|
M |
measurable |
Choose how to evaluate progress. These can be
- quantity metrics quality metrics
|
A |
attainable |
Make sure you have the necessary resources
- manpower, authority
- consider factors beyond your control
|
R |
relevant |
The objectives must converge towards the fulfillment of the goals
- Which is the outcome?
- Is it aligned with the main goal?
|
T |
time-bound |
Create a sense of urgency to increase motivation
- When it starts and by when it must be completed?
- Does it fit into time-lined benchmarks for the main goal?
|
SMART Goals and SMART Objectives in Business
In business as in any other field, the SMART Goals represent the destination and the SMART Objective are the
specific steps towards achieving it.
The better the goals are set, the clearer the objectives will become, and the results will be more satisfying.
Business objectives are generally related to development, problem-solving, innovation, day-to-day work,
profitability.
A way of defining SMART goals is to identify the problems existing in the company in the areas described above.
The solutions to these problems can be established as SMART Goals.
For instance, any innovative approaches that could make your business more effective in the future can be
defined as a SMART Goal for Innovation.
Example of SMART Goals in Business
Goal: Increasing the number of potential customers
SMART Goal example: Increasing the number of potential customers by 3% via email marketing in
the next 6 months
Goal: Reduce business costs
SMART Goal example: Reduce business costs by 3%, by reducing rental costs and utilities during
the following 6
months
Goal: Increase my revenues
SMART Goal example: Increase my revenue by 3%, by acquiring 10 new clients within 2 months by
asking for
referrals.
Goal: Improve product quality
SMART Goal example: Improve product quality by 3%, by implementing the new procedure by the end
of the year
SMART Goals and SMART Objectives for personal development
Throughout our entire lives, we seek to develop ourselves from a personal point of view. For this, we get
involved in activities that improve our quality of life and contribute to the realization of our dreams and
aspirations, in other words, to achieve our personal goals.
The life goals we are trying to achieve through these activities can be included in different categories like
career goals, academic, physical, creative, monetary, ethical. All these refer to what we want to achieve in
that field, such as what career we want to take or what skill we want to develop in a certain sport or how much
money we want to earn.
Among the activities we undertake, so that our personal development will lead us to the achievement of our
objectives, are the improvement of self-awareness, emotional intelligence, and social relations, enhancing
lifestyle, developing strengths or talents and time-management skills.
Setting personal goals helps us focus on what we want to achieve, to be or to go with our lives. That is why it
is advisable to set clearly defined personal goals, to adapt them according to circumstances, and to evaluate
our achievements to keep sight of our progress.
Setting SMART Goals and SMART Objectives for personal development is remarkably useful. Since your goals are the
destination that you want to reach out and the Objectives are the specific and measurable activity that you must
undertake to reach your goals, you need to make sure that both of them are:
- Specific - Your goal is well defined and the way to achieve it is clear
- Measurable - You have established a way to find out at certain times if you are on the
right path
- Attainable - Set bold but realistic goals
- Relevant - Set goals that are useful for you and your personal life
- Timed - Deadlines will help you focus and avoid procrastination
Once you have set your personal SMART Goals and SMART Objective, review them regularly to make sure they are
still relevant to you and, if necessary, to adapt them to the current situation.