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Coaching Models · 4 min read
SMART Goals: the classic, used well — and where it falls short
George Doran's 1981 SMART framework — Specific, Measurable, Achievable, Relevant, Time-bound — is the most quoted goal-setting tool in business. It works beautifully for execution, but quietly fails for transformation.
What it is
- 01Specific — concrete enough that a stranger could understand it.
- 02Measurable — defined evidence that tells you it is done.
- 03Achievable — within reach with effort, not delusion.
- 04Relevant — connected to a larger purpose worth pursuing.
- 05Time-bound — with a real deadline, not 'this quarter.'
Three takeaways
- 01
SMART is excellent for tasks, deliverables, and operational goals — and weak for behavioral or developmental change.
- 02
'Achievable' is its hidden trap. The most growth-producing goals are often 60–70% likely to fail in any given month, which SMART discourages.
- 03
Pair SMART with WOOP for any goal that requires the human to change, not just the work to get done.
Three things to implement this week
- Use SMART for OKRs, KPIs, and project deliverables — it shines there.
- For leadership development goals, replace SMART with WOOP or a learning goal (Edmondson's framing: 'I will get better at X' instead of 'I will achieve X').
- Audit your current goals: how many are SMART when they should be developmental? Re-frame the developmental ones.