SMART
Our staff may know what the acronym SMART means in
relation to setting objectives, but very few of them actually write good
objectives that comply with all the criteria. Here is a clarification of what
SMART means in precise terms with simple examples.
Specific
Specific in the context of developing objectives means that an observable action,
behavior, or achievement is described which is also linked to a rate, number, percentage,
or frequency. This latter point is extremely important—let me illustrate. “Answer the
phone quickly” can be said to be a precise description of behavior. You can clearly see
whether someone answers the phone or not, but there is no rate, number, percentage, or
frequency linked to it. So, if I state; “Answer the phone within three rings,” a rate has
been added, and the behavior is now much more specific.
Summary: Is there a description of a precise or specific behavior/outcome which is
linked to a rate, number, percentage, or frequency?
Measurable
This is very simple. A system, method, or procedure has to exist that allows the tracking
and recording of the behavior or action upon which the objective is focused. Setting an
objective that requires phone calls to be answered in three rings is fine, provided a system
exists which measures whether this is actually being achieved. If none exists, the
manager must be prepared to set time aside time to actually monitor the response rates to
incoming phone calls. The only other alternative is to get the person with whom the
objectives are being set to measure their own progress. In some cases and situations, it
may be acceptable to do this, in others maybe not. Use common sense to decide this.
Summary: Is there a reliable system in place to measure progress towards the
achievement of the objective?
Achievable
The objectives that are set with people need to be capable of being reached, put most
basically; there is a likelihood of success but that does not mean easy or simple. The
objectives need to be stretching and agreed by the parties involved. Setting targets that
are plainly ridiculous does not motivate people; it merely confirms their opinion of you as
an idiot. They will apply no energy or enthusiasm to a task that is futile. Consider sending
a group of footballers out to play a game having told them the final score already, and
they've lost! What's the point? So don't do it. (Some people feel that Agreed should stand
for the definition of A in SMART. But as this relates to the process of communicating
and deciding the objective rather than a definition of the content, it seems out of context
in relation to the rest of the criteria, and consequently I do not use it. I concur, however,
that objectives should indeed be agreed between involved participants rather than
enforced.)
Summary: With a reasonable amount of effort and application can the objective be
achieved?
Relevant
This means two things; that the goal or target being set with the individual is something
they can actually impact upon or change, and secondly it is also important to the
organization. Example: Telling the cleaners that they “have to increase market share over
the next financial quarter” is not actually something they can do anything about—it's not
relevant to them. However, asking them to reduce expenditure on cleaning materials by
£50 over the next three months is entirely relevant to them. It's what they spend their
budget on every day. As to whether it's relevant to what the organization is trying to
achieve, the manager has to decide this by considering the wider picture.
Summary: Can the people with whom the objective is set make an impact on the
situation? Do they have the necessary knowledge, authority, and skill?
Time Based
This is probably the simplest of the lot. In the objective somewhere there has to be a date
(Day/Month/Year) for when the task has to be started (if it's ongoing) and/or completed
(if it's short term or project related). Simply: No date = No good.
Summary: Is there a finish and/or a start date clearly stated or defined?