How to write SMART goals and objectives

Specific

You need to be specific. Why? Because your people are going to do what you ask them to do. So you need to be specific about the end result. Use action words like “to increase”, “to establish”, “to reduce” and “to create”.

You can also use “specific” to remind yourself that objectives need to relate back to a specific organisational goal

Measurable

Imagine you are playing a game and it doesn’t show a score or progress indication as you go along. You wouldn’t play it – there’s no motivation!

You want something that will allow the person to gauge how well they are progressing toward achieving the objective. You don’t want an objective that is vague. This leaves room for misinterpretation and that will end in disgruntled people. So tell the person how you are going to measure the achievement. Then you both know when it hasn’t been achieved, when it’s been met and when it’s been exceeded.

For example, ‘100%’, ‘a $ figure’, by 5, etc. A number allows people to see if they have achieved the goal.

It’s also a good idea to record the source of the measurement. For example, the profit & loss report for retail division, client survey, sales reports.

Attainable

Stretch goals can be motivating, but if they are too much of a stretch they won’t be achieved. Goals need to stretch a person to give them a sense of achievement, but they also need to be attainable.

If a goal is too hard, a person will either give up before they start or put in the effort only to end in disappointment. If a goal is too easy, it won’t provide a sense of achievement. A good goal needs to have just the right level of stretch

Relevant

Is the objective within something the person will have control or influence over? The answer to this question must be “yes” if you want the objective to be achieved. Setting an objective for a person that involves something they can’t control or influence is unfair and will lead to disgruntlement.

It’s also a great idea to think of “R” as relate. Relate the objective back to the team and company goals. Being part of a team effort is much more motivating than just having an objective.

Time-bound

SMART goals have a time frame in which they need to be achieved. If you set a goal without a target date it is unlikely to be achieved. Along with a target date it’s also a good idea to define milestones. This helps you gauge progress and identify problems early enough for them to be solved