Greetings! Have you noticed that tasks like "wash the dishes" or "run 5 km" usually don't get taken seriously? psychological resistance? But we perceive the goals of the format “be one of the first in sales” or “learn English” as something frightening and impossible. As a result, work on such "projects" is postponed indefinitely...
However, there are no unsolvable problems, so people came up with the technology of SMART goals. This method works equally effectively for large corporations and for yourself. So, goal setting is smart - what to look for and how to work with it?
English word " smart” translates as “quick, smart, smart, agile, dexterous.” Who invented the technology of setting "smart" goals? The author was American economist, publicist and teacher Peter Drucker (back in 1954).
Peter Drucker has hundreds of articles in the Harvard Business Review and The Wall Street Journal and about 40 books. By the way, it was he who formulated the theory of the innovative economy in the new information society!
SMART is an abbreviation, where each letter indicates its own criterion for the effectiveness of the goal
S - Specific (Specific)
According to SMART, any goal you set must be specific. Even at the stage of setting the task, the result should be clearly defined according to the principle “one goal - one result”.
Let's take as an example the goal: increase in income.
- Wrong: "I want to earn more." I am sure you have already set yourself such a goal more than once. Unfortunately, it won't work.
- Right: "I want to increase my monthly income by 20%." Yes, much better. The goal has become specific, now you can unambiguously evaluate final result.
Some American authors suggest checking the target for "specificity" using five Ws: What(what needs to be achieved) why(why do I need it), Who(who will help me in my work), Where(where the work will be done), Which(What are the requirements and limitations to be aware of).
Why is it important? The subconscious mind is an important assistant in the process of achieving the goal. But it is practically useless if you do not give it a clear and specific reference point (something like a bright picture). With that sorted out, let's move on.
M - Measurable
For any goal, it is important to establish clear criteria for evaluating the end result. Here are a couple of examples of such criteria in different areas life.
- Appearance: waist and hips, weight, clothing size
- Business or job: number of clients or transactions, monthly income, bank account turnover
- Personal relationships: number of friends and acquaintances, number of dates per month, number of invitations (to the cinema, to a party, to a cafe)
Take another popular goal: weight loss
- Incorrect: "Look good" Tell me, how are you going to evaluate the outcome of such a goal? Is it realistic to evaluate it at all? How well did you start to look?
- Right: " Lose 10 kg" or " Lose weight from the 50th to the 46th size." So much better!
Why is it important? Without clear and specific indicators, we will not be able to determine (measure, if you will) whether the goal has been achieved.
A - Achievable
Any SMART goal must be achievable given all constraints: time, investment, knowledge and skills, people, access to resources and information. To be honest, this criterion is not so simple. The thing is that the concept of reachability is rather ephemeral, but statistics always come to my aid.
On average, people tend to overestimate their capabilities for the near future (up to 1 year) and underestimate their potential when planning longer-term goals (5 years or more).
Another cool example: writing a dissertation
- Incorrect: "Write a dissertation in three months." I do not presume to say with 100% certainty, but in my opinion the goal is not realistic
- Right: "Write a paper in three years." This task statement looks more down to earth and you can easily stay motivated throughout the entire journey to the intended results.
In addition, there are goals that are unattainable in principle. Let's say a 35-year-old woman can no longer become a professional ballerina from scratch. But she may well master Latin American dances.
Why is it important? Unattainable goals take a lot of time and energy and deprive you of self-confidence. At the same time, do not be afraid to dream and set yourself ambitious goals for longer periods (from 5 years)!
R - Relevant (Significant, relevant to others, relevant)
Criterion Relevant answers the question: “How will the achievement of the goal affect the solution of global problems”? The company (or you) must benefit from the achievement of any SMART goal. Otherwise, the goal is considered useless and upon reaching it, you will not be rewarded with the release of endorphins. 🙂
Task example: "Earn $1000 per month"
- Wrong goal: "Live in austerity." Think about whether you want to start earning more, but at the same time not be able to spend what you earn?
- Right goal: "Find three new sources of income." Another thing! Feel the difference?
Why is it important? Because if we spray ourselves on goals that contradict each other (or give weak effect), large-scale tasks will remain unresolved. And this cannot be allowed.
T - Time bound (Limited in time)
Each SMART goal has a fixed time frame. Time frames allow you to take control of the management process and overcome. Without them, the chances that the task will be done tend to zero.
I will give you a personal example of a goal: to learn English
- Incorrect: "I will be fluent in English." One day, in next life... well, then you yourself know.
- Right: “By March 1, 2017, I will be fluent in English.” That's it, now you have a deadline and you can't hide from it anywhere...
Why is it important? Because without a strict time limit, the solution of the problem is possible. Have you noticed that you are able to "lick" a huge apartment an hour before the arrival of guests? And spend the whole day on the same thing, if there is a lot of time ahead?
By the way, in terms of timing, SMART goals can be:
- Short term (1-3 months)
- Medium term (3-12 months)
- Long term (more than a year)
Examples of good SMART goals
And now it's time to combine all 5 principles and finally start setting the right goals. Here are a couple of examples:
- Raise the profitability of the Video of Thailand website to $300 per month by December 2017
- Obtain an "A" category driver's license by June 1, 2017
- Lose 10 kg of weight in three months by April 1, 2016
- Read 5 books by Robert Kiyosaki in six months by June 1, 2017 (with summary main ideas)
- Learn to swim in the brace style and by the end of winter (February 25) swim one kilometer non-stop
- Exit to passive income$100 per month by November 1, 2017
- Increase the number of members of the VKontakte group to 5000 people by the anniversary of the group on May 15
It is clear that any SMART goal must meet all five criteria. But there is another (almost secret!) indirect sign to test the goal for “smartness: the goal must be large-scale.
A good SMART goal should not be too simple or easy to achieve. "Run 300 m", "Learn 50 new German words”, “Earn 10% more than now” is nonsense, not a global task. Right Aim always just above your limit! It also makes you want to get out of your comfort zone and try something new.
How easy is it to set SMART goals?
First step. Accept the challenge
You need to clearly understand that the achievement of the future goal is necessary, first of all, for you. We all love to complain about circumstances and make excuses for ourselves. But you and only you are responsible for success or failure! This is perhaps the most important point in goal-setting (and not only...)!
Second step. Realize the importance
Explain to yourself the importance of the future goal. It should not be a momentary whim or spontaneous desire. Do you want to / speak Italian fluently / open a coffee shop? Then think over to the smallest detail how your life will change after that.
Third step. Get Support
As a rule, support from the outside at times accelerates the achievement of the goal. Other people can control you, motivate you, or take on some of the tasks. It's great if the end result affects not only you, but also people important to you.
Fourth step. Break down the goal into smaller tasks
Sometimes even the most specific goal seems so ambitious that it scares and makes you give up even at the start. The subconscious mind can be tricked by breaking down a “big” goal into smaller tasks. Not "lose 20 kg in a year," but "lose 2 kg per month for a year." It is important that everyone intermediate result one step closer to the desired result.
Have you ever used SMART goals? Subscribe to updates and share links to fresh posts with friends on social networks!
P.S. Having started to apply this technique, at first you may notice that it is as if the whole world has turned against you! Best friends or even your parents may begin to assure you that it is impossible and not worth even trying. Someone will even give an example that he has already tried to do this, but he did not succeed.
The only advice I can give you is not to give up. Grit your teeth, ignore the negativity and keep moving forward. Imagine that you are a locomotive picking up speed and nothing can stop you on the way to your goal. Believe me, the result will exceed all your expectations! Good luck!
P.S.S. By the way, I prefer to set new goals along with debriefing previous year. And then I share my results in achieving them online. This additionally motivates me and I achieve them even ahead of schedule. If interested, read about them.
- How to set SMART goals the right way.
- How to apply the SMART goal technique in a company.
- How to implement SMART goals in a company.
SMART goals This is the most common goal setting method in goal setting. However, not everyone knows how to use it in practice.
The SMART methodology proposed by Peter Drucker is named after the first letters English words specific (specific), measurable (measurable), achievable (achievable), relevant (compatible) and time-bound (defined in time).
The concept of management by objectives (MBO), within which SMART principles emerged, has already become a classic international management. It is based on the manager's ability to set "smart" (eng. smart - smart) goals for subordinates and himself (strategic management, in turn, involves a view from above, when the whole picture is more important than individual numbers. A tool allows you to build a holistic picture - the company's strategic map .The tool was developed under the theory balanced system indicators, you can learn how to draw up such a map and use it by going to the School of the General Director).
SMART:
S- specific, significant, stretching - specific, significant. This means that the goal setting must be specific and clear. "Transparency" is defined by an unambiguous perception by all parties. If you set goals, they should be clear and expressed as precisely as possible. When setting goals, globality and uncertainty cannot be used. Specific goals will tell your employee:
- your expectations from its activity;
- deadlines for completing the tasks;
- exact result.
Concretization will be able to accurately assess the intermediate successes that bring the achievement of the final goals closer. Continuation of each ultimate goal- it's a top priority. If there is no super-task, even the nearest goal will be unattainable. In fact, this is an additional motive.
M- measurable, meaningful, motivational - measurable, meaningful, motivating. The result of achieving the goal must be measurable, moreover, measurability must be applied not only to the final result, but also to the intermediate one. What is the use of a goal if there is no way to evaluate it? If the goal is immeasurable, it is impossible to evaluate its achievement. And the employees? They will not be motivated to move on unless they have a concrete measure of their success.
A- attainable, agreed upon, achievable, acceptable, action-oriented - achievable, agreed, focused on specific actions. It is important not to forget about the adequacy of the goal set and to be sure that this goal is precisely achievable by evaluating resources and various influencing factors. Each goal should be achievable for any employee and, as a result, the entire company. The most optimal are the goals that are required when performing efforts, but are not prohibitive. Too high and too easy goals lose their value and employees will neglect them.
R- realistic, relevant, reasonable, rewarding, results-oriented - realistic, relevant, useful and results-oriented. Goals should always be relevant and not run counter to other goals and priorities of the organization. Reasonableness of purpose is one of key instruments to make your company's mission a reality. Everyone knows the Pareto Law, which says that 80% of the results are achieved with 20% of the effort, and the remaining 20% of the result will require 80% of the effort. Similarly, we can say that 20% of the goods give 80% of the revenue, and the main thing here is to see these 20% of the products.
T- time-based, timely, tangible, trackable - on certain period, timely, traceable. The deadline for achieving the goal is a key component of goal setting. The term can be defined by a specific date or period. Each goal is like a train, it has its own time of departure, arrival and duration of the trip. Setting a time limit on your goal will help you focus on meeting deadlines. Goals without deadlines will most often fail, due to everyday rush.
Examples of what SMART goal setting should be
- Start earning 200,000 rubles monthly at your current job by March 1, 2018.
- Enter the budget at Moscow State University for Faculty of Philology in 2018.
- Pass the admission exam driving license category B until May 31, 2018.
- Lose 10 kg by July 1, 2018.
- Spend 3 weeks in Rome, in a 5-star hotel in the city center from May 1 to May 20, 2018.
- Get a free training Personal growth» until August 31, 2018.
- Learn 100 English words in 30 days.
- Read all CEO articles by November 20, 2018.
These are approximate goals that are correctly set and meet all of the above criteria.
How to use SMART to improve business processes
The SMART method allows you to identify bottlenecks in business processes, improve operational efficiency and select effective methods analysis. How to build a strategy according to the SMART principle, read the article electronic journal"CEO".
How to formulate a goal using the SMART technique
- To achieve any goal, it is important to first form an intention. Preferably in writing. To correctly formulate the goal, apply the SMART method to your intention. Thus, you will immediately see those hidden problems that may prevent your intention from being fulfilled.
- SMART goal formulation - The best way focus on your intention. That is, you will automatically tune in to necessary wave. As a result, you will not only come up with a way to achieve the goal, but also “pull” all the necessary events, and in some cases, achieve the goals without doing anything to achieve.
- By applying concretization and a way to measure achievement, you will develop a better understanding of what you really want. This approach will help you identify your goals and get rid of the imposed ones.
- By checking your goal for realism, you will certainly realize and understand the connection of this goal with your other goals, the goals of loved ones, etc.
- The SMART method is also applicable to advice from other people, to any recommendations, suggestions, etc. (for example, in a meeting)
- When there are many goals, SMART will help to weed out the "bad" goals and work only with the "good" ones.
Expert opinion
Vladimir Larionov, CEO company "Audi Center Varshavka", Moscow
When setting goals, our company uses the SMART methodology. Let me dwell on the main components of this technique:
Letter S. Our goal is to earn.
Letter M. For each profit center, we clearly define how much money it should bring to the common piggy bank and what needs to be done for this. For example, the goal of the sales department is to earn a certain amount by selling certain number cars. There are divisions that do not sell anything themselves, but without them the business process is unthinkable (for example, the client department). The employees of such units have their own goal - also expressed in numbers. For example, we measure customer satisfaction by conducting surveys, so the goal of the customer department is to achieve the planned level of satisfaction.
Letter A. Goals must be achievable. Achievable does not mean underestimated - it is better to raise the bar. I have a saying: “If you go on the mat against a heavier opponent, you may put him down, or maybe not. And if you don't go out, you'll never put it down." It is very important to monitor the achievement of intermediate indicators. If we see that someone is not following the plan, the task of all departments is to help him. For example, a few years ago we had a threat of disruption of the sales plan due to the lack of new machines of certain models in the manufacturer's warehouses. Nevertheless, the company found a way out: we began to manage demand, trying to sell cars of those models that were in stock and stimulate the production order of scarce models. In general, to do everything so as not to lose our precious customers due to the problems that have arisen.
Letter R. The goals of specific units should be correlated with common goal companies. For example, the main task of the transport department is to maintain a fleet of test and replacement vehicles in good condition. On the other hand, replacement cars help to earn money - if there are free cars, we offer them for rent to customers.
Letter T. Achievement of the goal should be limited by time frames (month, quarter, year, etc.).
Examples of achieving goals using the Kaizen method
There is another simple way to achieve a complex goal - you need to go towards it in very small but regular steps. The method is called "kaizen". The editors of the magazine "General Director" gave 4 examples of achieving goals using this method.
When are SMART goals appropriate and when are they not?
1. The date of achievement of the result must be updated. There is no point in long-term SMART planning, as the situation can change dramatically if you set irrelevant goals before the deadlines are met. As an example, the case when a person has "seven Fridays in a week."
2. If, in your state of affairs, the result is not important, but only the vector of movement and its direction are important, the full use of SMART becomes impossible.
3. The SMART method is always aimed at taking some action in order to achieve the set goals. If you understand that no action will be taken to achieve the goal, the method loses its effectiveness.
4. Spontaneous planning is much more suitable for many employees. We will discuss how SMART goals help prevent conflicts in companies below.
14 tips on how to set and achieve goals
The SMART approach is primarily used by large and tech companies. The larger the organization, the more difficult it is to keep track of the work of an individual employee. SMART also allows you to control the work of even a large team. If employees have to perform the same type of tasks, it makes sense to set an algorithm of actions using SMART principles so as not to explain everything anew each time. There is only one limitation: it makes sense to write an algorithm only for sufficiently simple tasks with clear results.
SMART will allow you to honestly evaluate the result of each employee online. Achieving specific goals is the most understandable criterion when calculating remuneration. The average performance of the tasks set according to the SMART methodology usually ranges from 80–90%; if it drops to 50% or falls even lower, then the work of the employee should be recognized as ineffective. In accordance with it, the reward is calculated.
Implementation effect SMART methods compared to turning on the light in a dark room: in an instant it becomes clear who is doing what and how each employee is useful to the company.
SMART goals for subordinates helped resolve disputes with superiors
Kirill Goncharov, Head of Sales at Oy-li, Moscow
I'll tell you my practical case. I served as Vice President of Development at management company banking and construction group. The head of the marketing department constantly got into an argument with me. For example, I said: “The other day I heard about the launch of a new promotion by our competitors (partners, etc.). Maybe we can implement this experience in our country too?” Most often, in response, I got indignation and protests. Of course, I realized that those promotions that are held, for example, by plumbing stores, are not suitable for our business, but I did not agree with the marketing plan, where the same events were held from month to month - exhibitions and publications. I began to apply a different approach, setting tasks in a directive: “I ask you to prepare a set of measures aimed at increasing sales. I am waiting for an action plan and a budget calculation by such and such a number. I understand that you think that everything does not work, so offer me something that will work. The head of marketing did not like such tasks and I had to replace her.
When a similar situation arose in my practice for the first time, I was worried and thought about where my mistake was. But then I found a solution to this problem. I check each of my tasks according to SMART and make sure that the performer fully understands.
How to implement SMART goals in a company
SMART can be purchased as a product − computer program, which is installed on the PC of employees. In this case, each employee has personal plan with deadlines individual tasks and their cost. At any time, the manager can check the degree of readiness of a particular work, calculate the number of employee's working hours, the number of delays, errors. If there are several performers, then you can control, for example, how long a document was with each participant in the process, who delayed the work. When purchasing such a program, be prepared for the fact that you will have to spend a lot of time and effort on describing the goals of the work of each employee. Instruct HR professionals to do this based on job descriptions.
SMART as a management technology can be used by any leader without restrictions: when giving the next task to a subordinate, check with the principles of setting goals described above. Remember that work is organized most effectively if the employee sets tasks for himself, and you only approve them.
- Personnel assessment criteria that will give the best result
Practitioner tells
Ruslan Aliev, General Director of ZAO Capital Reinsurance, Moscow
We plan the company's activities based on the concept of target management. We start by defining global business goals, fixing them in strategic plan company development. The following is a list of specific goals for the coming year. They are reflected in the operational plan.
Operational planning is a serious undertaking: all the company's activities, including budget indicators and the motivation system, depend on the quality of its implementation.
We consider the ability to correctly set goals as a key skill of a manager. To get from subordinates desired result, vague tasks with the wording "improve" or "improve" something should be avoided. It is very important to define goals together with the employee and give him the opportunity to communicate with management on the basis of the work done. Finally, goals should be set "for growth." A high bar only increases motivation, if, of course, the employee is internally ready to achieve it.
In order to be able to assess the effectiveness of the work of the staff as objectively as possible, we have developed key performance indicators (KPI) for all positions. The required level can only be achieved if the employee is doing well with the tasks of the operational plan. Key indicators include both quantitative (monetary) and qualitative (non-monetary). Each category of employees has its own priority areas work. The corresponding indicators are greater value when evaluating their performance and more reflected in income. So, for selling departments, financial indicators and monetary efficiency are most important, for supporting ( personnel service, lawyers, financiers) - high-quality, related to the organization and support of business processes.
How to set goals correctly? And what isSMART model?
Most people long for their goals and desires to be fulfilled. I set a goal, and it came true - the dream of millions. For hundreds of years, people have been arguing about how to correctly formulate their desires so that they come true. There are entire teachings that describe this.
We will not be an exception in this matter and will also add our two cents to this important dialogue.
In the 20th century, there was one study at Harvard that asked alumni about their future plans. The results were as follows:
Group 1 - 85% - had a vague idea of their chopping block.
Group 2 - 13% - had a rough idea of where they want to live, where they want to work, how many children they have.
Group 3 - 2% - had precise targets written on paper.
After 20 years, these people were found and it turned out that people in Group 2 earned on average 3 times more than people in group 1. And people in group 3 were 10 times more than people in group 1.
It turns out that our future material prosperity depends on the accuracy with which we formulate our goals.
In psychology (as well as in the field of project management and business), there is a SMART (smart) model, which was taken from professionals in their field and perfectly allows you to set goals.
Let's describe it.
Model descriptionSMART.
Goals must be.
S - Specific - Specific.
M -Measurable - Measurable.
A - Attainable / Assignable - Achievable, Defined.
R - Realistic / Rewarding - Realistic, Standing.
T - Timeable / Tangible - Time-defined / Real.
Let's take a look at each part of the model.SMART separately.
S-Specific - Specific.
Getting rich is not a specific goal. Earn $ 1,000,000 - more specifically. Tie your goal to numbers. How? what? Any person looking at your goal from the outside should understand exactly what you want and how you will understand that the goal is realized.
M-Measurable - Measurable.
I have already touched on this point above. Everything is important to measure. In kilograms, meters, money, quantity. Even studying of English language and sports should be measured. For example, learning English can be measured by:
- learn 10,000 words
— view 20 films
— chat with 40 native speakers
A-Attainable/Assignable - Reachable, Defined.
If I can barely run 1 km, but I aim to run a marathon tomorrow, then the achievability of this goal is low. A friend of mine, when he set goals, always asked himself what is the probability that he will be able to achieve this goal. If the probability was small, then he did not take the target. Do the same.
R-Realistic/Rewarding - Realistic, Standing.
If I want to become a ballerina, but I'm a man, then even if I lose my male secondary sexual characteristics, I won't be a ballerina. Set realistic goals for yourself. Those goals that you can influence. The goal is that the son should go to university, it depends little on you. The goal is to do everything so that your son goes to university, it already depends on you more.
T - Timeable / Tangible - Time-defined / Real.
Where there is no deadline, there is no progress. If you have a task that has not been implemented for a long time, just set a deadline for it and the process will go. The task must have a final deadline for its implementation.
How to work with the modelSMART?
An example of working with a modelSMART?
Let's analyze goal setting according to the SMART model. Let's take the goal - a trip on a trip.
SMART is an acronym that stands for: Specific, Measurable, Achievable, Relevant, Time bound. Each letter of the abbreviation SMART means a criterion for the effectiveness of the goals set. Let's consider each criterion of a smart goal in more detail.
Specific: Specific.
A SMART goal should be specific, which increases the likelihood of achieving it. The concept of "Concrete" means that when setting a goal, the result that you want to achieve is precisely defined. Formulate specific purpose answering the following questions will help:
- What result do I want to achieve by fulfilling the goal and why?
Who is involved in achieving the goal?
Are there any restrictions or additional terms that are necessary to achieve the goal?
The rule always applies: one goal - one result. If, when setting a goal, it turned out that as a result it is required to achieve several results, then the goal should be divided into several goals.
Measurable: Measurable
A SMART goal should be measurable. During the goal setting phase, specific criteria need to be established to measure progress toward achieving the goal. Answering the following questions will help you set a measurable goal:
What indicator will indicate that the goal has been achieved?
- What value should this indicator have in order for the goal to be considered achieved?
Achievable or Attainable: Achievable
SMART goals must be achievable, since the realism of the task affects the motivation of the performer. If the goal is not achievable, the probability of its fulfillment will tend to 0. The achievability of the goal is determined based on own experience taking into account all available resources and constraints.
Constraints can be: time resources, investments, labor resources, knowledge and experience of the performer, access to information and resources, the ability to make decisions and the availability of managerial levers for the performer of the goal.
Relevant: Significant
To determine the significance of the goal, it is important to understand what contribution the solution specific task will contribute to the achievement of global strategic objectives companies. Helps you set meaningful goals next question: What benefits will the solution of the task bring to the company? If the company does not receive benefits when fulfilling the goal as a whole, such a goal is considered useless and means a waste of the company's resources.
Sometimes Relevant is replaced with Realictic (realistic).
Time bound: Limited in time
The SMART goal should be limited in terms of fulfillment in time, which means that the final deadline must be determined, the excess of which indicates that the goal has not been achieved. Establishing time frames and boundaries for achieving the goal allows you to make the management process controllable. At the same time, the time frame should be determined taking into account the possibility of achieving the goal in a timely manner.
Examples of SMART goals
Here are some examples of setting SMART goals in a company:
Direction of the task Example of a SMART goal Author's comments Sales increase Increase sales of brand A in this territory by 25% by the end of the year The specificity of the goal is determined by indicating the % growth, the sales region and the brand name. The goal is limited in time to an annual period, can be measured using the company's sales statistics. The achievability of the goal can only be determined by the company's specialists. But suppose the brand gets required level investment for sales growth. The goal is significant, as it is directly related to business performance. Product promotion Achieve a level of knowledge of the product A among the young audience at the level of 51% in 3 years, after the launch of the product on the market. The goal is specific, as the target audience and brand name are indicated. The goal is limited in time and can be measured using a survey. Achievability can only be determined by the company's experts, but let's assume that the company allocates the required level of investment to achieve the target. The goal is significant, as product knowledge has a direct correlation with product sales. Distribution increase Introduce the company's brand in the amount of 3 SKUs in the TOP-10 key retail chains by July 2014. The specificity of the goal is confirmed by indicating the number of positions and the list of networks. The goal has a clear deadline and can be explicitly measured by checking the company's shipments to the network data. The achievability of the goal can only be assessed by a sales specialist, but suppose that the company provides the sales department with the necessary budget and advertising materials for listing. The goal is significant, since distribution to key networks has direct influence for sales growth. The concept of SMART goals is an exceptionally useful everyday tool in management practice.
The essence of SMART goal setting
Purpose defined by SMART– principles, means that the goal should be:
- S specific (specific)
- M easurable (measurable)
- A ttainable
- R elevant (relevant)
- T ime-bound (defined in time)
Practical use
Representation of the goal in the form SMART actually allows you to formulate the basis for an action plan to achieve it. Suppose there is a problem - the insufficient level of income of the company. We can increase revenues, for example, by increasing turnover.
But the wording increase sales", in terms of concept SMART, is not a target. First we need to make a goal specific and measurable so that everyone can unambiguously understand it and measure it. If the target is not measurable How do we evaluate whether we have achieved it or not? In our example, we might get the following wording:
Triple your sales product line XXX
Now let's see achievable whether this goal? Typically, a reachability analysis involves two aspects:
- achievability, taking into account one's own capabilities,
- achievability, taking into account the influence of the external environment.
Suppose, after the analysis, we somewhat moderated our appetites:
Double sales of XXX product line
Let's check relevance this goal. Will this goal actually lead to a solution to the problem (increasing company revenue)? Will the achievement of this goal lead to the curtailment of the activities of other (possibly profitable) areas? Does this goal meet strategic goals companies?
If the goal appropriate, remains only define it in time. Otherwise, we will demonstrate that for us the process more important than the result, and measurability goal is meaningless.
We get the following formulation SMART-goals:
Thus the concept SMART-goals helps in formulating practical and realizable goals. There is another use for it. Applying this tool to existing targets allows you to instantly see their "holes". If your employee tells you "We need to improve the productivity of the department's employees," applying the principle SMART immediately generates questions:
- S: What is the productivity of employees in our case?
- M: How is labor productivity measured in our case?
- S: What should be the productivity of labor to solve the tasks facing the department?
- A: Do we have the resources (opportunities) to improve productivity?
- R: Will the increase in labor productivity lead to mass layoffs or other undesirable consequences?
- T: By what time should we achieve the desired productivity?
Examples of successful and unsuccessful goals
"NON-GOALS":
- work better
- Increase labor productivity
- Work according to plan
- sell more
- Serve quality consumers
- Motivate staff
ALMOST GOALS:
- Raise brand awareness to 25%
- Improve customer satisfaction over the coming quarter
- Ensure response to customer requests within 24 hours of receipt of the request
- Capture 100% of the city's diaper market by 2012
GOALS:
- Bring the technical staff turnover rate up to 10% by the beginning of 2011
- Launch Mystery Shopper by May 1st current year
- Ensure monthly turnover meat direction in the amount of 5 million rubles by June 1.
- By December 20, create a program for celebrating the New Year within the allocated budget of 100 thousand rubles.
Additional interpretations / notations
First SMART Goal setting criteria were proposed by Peter Drucker in his work The Practice of Management in 1954. Since then the concept SMART gained wide popularity and massive attempts were made to other "readings" SMART. Examples of different decryptions are given below.
Specific, precise, specific
significant, important
tense, expanding
measurable
Significant
Motivating
Achievable, accessible
reachable, reachable
Agreed
Ambitious
acceptable, suitable
Action Oriented
Realistic, practical
Result Oriented
Meaningful, relevant, important, justified, relevant
Reasonable, rational
useful, worthwhile
Resourced
time-bound, time-base, timely
Defined in time
Perceptible, tangible
Followed
You can choose the notation that is adequate to the specifics of your activity.
