What’s Wrong with SMART goals?

As we near the end of the year, most people are starting to think about setting goals.  Whether for themselves personally or their teams professionally, goals seem to be the way to begin a new cycle productively.  One of the biggest buzzwords out there is a SMART goal, but are they really as smart as we’ve been led to believe?

Why do we need goals anyway?

Goals are great.  In a professional sense, they help to ensure employees throughout the company are aligned with the organization’s mission and direction.  Goals are a way to push initiatives downstream through all company divisions to help achieve overarching objectives.  They help to communicate what’s important to the business and what an individual employee can do to help the company succeed.  Yet, do we really use them this way?

Unfortunately, goals also serve as a checklist that managers use to simplify and objectify the employee evaluation process.  And that drives much of the desire for goals to be SMART:

S = Specific

M = Measurable

A = Achievable

R = Realistic

T = Timely

In other words, it’s a defined activity that is totally doable by a deadline that will either be marked as complete or incomplete because it is obvious to know if they’ve been done.  It’s easy for managers to manage.  But do they really measure what’s important?  Do they motivate employees towards stronger performance?  Do they make a difference in the bottom line?  Usually, the answer is no.

What is good about SMART goals?

Now, not everything about SMART goals is terrible.  The key is that they are clear.  They are entirely subjective and leave nothing to confusion.  These standards helped employees avoid setting goals like, “I’ll do a better job of completing my assignments on time.”  That kind of goal isn’t much different than what we do in our personal lives when we say, “I’ll eat healthier and exercise more.”  So sure, SMART goals move us forward to create a goal like, “I’ll turn in 80% of my priority assignments by the deadline during the first quarter of the year.”  

What’s wrong with SMART goals?

In our effort to make them so well defined, we often lose the essence of what’s essential to the company and motivating to the individual. To understand, compare these two goals:

I’ll turn in 80% of my priority assignments by the deadline during the first quarter of the year.

Or

I’ll be more thorough in my research and seek alternative views from teammates before submitting recommendations and proposals to the management team.

—–

I’ll improve the internal satisfaction score of my department by 10% by June 1.

Or

I’ll work more closely with my team members to help them better understand the company’s vision and remove obstacles from getting in their way of getting important work done.

What’s the challenge with non-SMART goals?

Non-SMART goals require regular communication.  First, both the employee and the manager must understand what the goal means and the reason it’s significant to the company’s success.  By working together to create goals, both will understand why the goals were defined and agree they can be achieved. Next, both parties should understand what types of steps will be taken to meet the goal, but likewise, understand that those steps may change as reality sets in.  Third, the employee and the manager must keep each other updated, and the employee must be able to ask for help or resources as needed.  Finally, the manager must provide feedback along the way, so the employee understands if the effort is meeting expectations.  When all these aspects come together, the employee should feel motivated about achieving the goals.

Evaluating a non-SMART goal is more difficult because it requires the manager to subjectively evaluate the employee’s performance.  It may not be entirely clear if the objectives were met, or what even success looks like.  On the one hand, a person may argue that the goal is met or unmet depending on results, not by the effort–yet, there’s a solid argument to be made that the effort a person exudes is commendable and that doing so will motivate continued efforts in the future.

So what should take the place of SMART goals?

Goals should help motivate and direct performance, so getting out of the “how will I measure it” box is a good start.  Using SMARTER qualities for goals will create better direction for your team members to help them achieve results aligned with your company’s success.

S = Set up in collaboration between manager and employee

M = Moldable as reality changes

A = Aligned with company goals

R = Realistically achievable

T = Thoroughly communicated and discussed

E = Exciting and motivating to the employee

R = Reviewed for progress often, not just at the end

Are You Looking for Innovative Strategies to Achieve Your Goals?

Paradux Media isn’t just a marketing agency. We’re a group of professionals with executive-level leadership who can help your team develop world-class strategies to get the results you desire.  We know that marketing plans only work when backed by a robust organizational structure and sound operational practices.  Contact us today to learn more.