Are SMART goals stupid?

Neil Morrison thinks that SMART objectives are stupid.

A quick reminder from Neil:

SMART stands for:


The idea being that if you want to set a goal/objective then it should be all of these things…”

So far, so good.

“…which is cute, but wrong.”

Which is where I disagree.

Why? I’ve spent years running personal introspectives: conference sessions for developing plans for personal change that incorporate SMART objectives. Having experienced the development of thousands of these plans, I’ve found that most people struggle to build SMART change goals.

For example, people will say:

“I want to stay in touch with the lab managers in my region” rather than “I will schedule a weekly visit to the private lab community website from now on, review the updates, and participate appropriately.”


“I want to treat my staff better” rather than “In the next two weeks, I will implement weekly one-on-ones with my direct reports, and give them my undivided attention during our meetings.”


“I will get over my fear of public speaking” rather than “I will join my local Toastmasters club when it starts up again in the fall.”

Bearing this in mind, let’s go through Neil’s points:

“My major issue is, that by the very nature of their construct, they’re limiting. They focus you on committing to do one thing, when another – which you may not have come across yet – might be three, four or five times better.”

Um, SMART is not about developing the “best” objectives. You need a separate process for that. Once you’ve come up with relevant goals, SMART becomes a valuable tool to check to see if those goals are actionable. [OMG, I used “actionable” in a post, but it seemed like the right word to use at the time.]

The evidence to this is in the million plus performance conversations that happen each year when an employee is explaining that they didn’t do the five objectives they agreed, but have delivered x amount of other things that have added greater value.”

The problem described here is nothing to do with SMART but with managerial process that develops goals for employees but doesn’t include any feedback mechanisms to ensure goals remain relevant. SMART is a tool for testing proposed objectives to see if they’re actionable [did it again]. Period. Blaming SMART instead of poor managerial practices that ignore the reality that continual organizational and environmental change requires timely evaluation of responsive employee goals is like blaming your sneakers for being uncomfortable because they’re red.

“[SMART goals are] entirely left brain and play to a Taylorian vision of business and process. They are the antithesis of creativity, innovation, and the search for exponential value add. It is hard to get passionate, emotional or excited about a SMART goal, because they’re intended to lock down your energy, rather than unleash it.”

Nope. Nothing in SMART prevents you from developing goals that are creative, innovative, and capable of exponential value add. If you decide that having Bono spearhead your product launch going to make your company the next unicorn, SMART is simply going to remind you that your bold objective should be Specific, Measurable, Achievable, Realistic, and Time-bound. While it may be a downer to realize you’ll need a million bucks you don’t have to get Sting involved, you could otherwise waste a lot of time chasing an impossible dream.

“Finally, [SMART goals are] linked to a performance management culture and approach that we’ve all pretty much decided is dead, done and buried – I know, I’ve been writing about it for ten years. The idea that there are such things as performance cycles, that we have the level of predictability and that we can improve organisational performance by setting a bunch of spurious goals and having a bad conversation once, twice or even four times a year through a “performance” review is nothing more than a hopeful, collective misnomer.”

OK, it should be clear by now that I’m separating the limited applicability of SMART goals from the dysfunctional cultures Neil describes where they’re “used” inappropriately. All objectives are developed and exist in a context. Contexts change continuously, so a goal that’s relevant and useful one day can become obsolete overnight. To remain effective, employee and organizational goals need to be responsive to circumstances. Like Neil, I’ve no problem criticizing inflexible performance cycles, spurious, outdated goals, and ineffectual fixed performance reviews.

Just don’t lump SMART goals in with all the dysfunctional managerial gobbledygook. SMART goals aren’t stupid when they’re 1) personal 2) the outcome of effective strategy & analysis, and 3) evaluated, modified, and discarded when appropriate. The sole function of SMART is to check that goals — developed by good process and continually reviewed and updated — are actionable. [Third time’s the charm.]

Image element attributions: Tor Refsland and Your Dictionary