What is S.M.A.R.T.

Using the SMART method helps individuals and businesses set goals that are specific, measurable, achievable, relevant, and timely, thereby increasing the chances of achieving them. It transforms vague objectives into concrete, actionable steps, providing clarity, structure, and direction

The acronym SMART stands for:

Specific

Your goal should be clear and well-defined. A specific goal answers important questions like:

  • What do I want to achieve?
  • Who is involved?
  • Where will it happen?
  • When do I want to achieve it?
  • Why is this goal important?

Specific goals help you focus your efforts and make it easier to plan. The more specific the goal, the better your chances of success. You should also think about what actions are needed to reach the goal. Writing your goals down can help clarify your thinking and strengthen your commitment.

Measurable

A goal needs clear criteria so you can track your progress. This helps you know if you’re on the right path and allows you to adjust your plan if needed.

Ask yourself:

  • How much or how many?
  • How will I know when I’ve reached my goal?
  • What are the signs that I’m making progress?

Use measurable steps, data, or key performance indicators (KPIs) to see how close you are to reaching your goal. This makes your success easier to define and track

Achievable (or Attainable)

Your goal should be challenging, but still possible to reach. It should be realistic within your available time, resources, and abilities.

Ask:

  • Do I have what I need to succeed?
  • If not, what’s missing?
  • Have others been able to achieve something similar?

Setting goals that are too far out of reach can be discouraging. Achievable goals, on the other hand, keep you motivated and help build confidence. This step is about being practical and honest—“getting real.”

Relevant (or Realistic)

Make sure your goal matters. It should align with your business’s bigger picture—its vision, mission, and values—and help move you closer to success.

A relevant goal:

  • Supports your long-term objectives
  • Makes a real impact on your business
  • Keeps your efforts focused and strategic

Ask yourself if the goal contributes directly to the growth and sustainability of your business.

Time-bound (or Timely)

Every goal needs a deadline. A time-bound goal includes a clear start date and an end date. Without a timeline, it’s easy to lose focus or motivation.

Setting a time frame:

  • Creates a sense of urgency
  • Helps you prioritise tasks
  • Keeps you accountable

Decide whether your goal is short-term or long-term, then set a deadline that is both realistic and ambitious. Reaching smaller milestones along the way can also help you stay motivated.

S.M.A.R.T. references
General management references
References as at 27 May 2025
Business plan references

References as at 27 May 2025