What Constitutes Smart Goals
As we work to scale, clarity and purpose in our goals aren’t just useful—they’re essential. We need goals that drive focus and motivate action. That’s where the SMART framework comes in: Specific, Measurable, Achievable, Relevant, and Time-Bound. When we set SMART goals, we’re setting benchmarks that keep us on track and focused on what moves the needle.
Specific: Vague goals like “grow the user base” lack direction. Instead, “increase monthly active users by 15% in Q1” is a specific target. The more precise we are, the easier it is to align efforts and resources around it. Think in terms of the what, why, and how—what we want to achieve, why it matters, and how we’re going to make it happen.
Measurable: We need goals we can measure. Numbers give us a clear sense of progress and allow us to adapt if needed. For example, saying “improve customer satisfaction” is a start, but “increase customer satisfaction score by 10 points within six months” is measurable. We know exactly what we’re working toward and have a benchmark for success.
Achievable: Ambition drives us, but unrealistic goals can demotivate. Goals should stretch our capabilities without being out of reach. Instead of “launch in five new countries in three months,” a more realistic aim might be “launch in two new countries by the end of the quarter.” Ambitious yet attainable goals keep momentum going.
Relevant: Our goals should align with our core mission and current priorities. If our focus is user acquisition, a relevant goal might be “increase referral-based signups by 20%.” Irrelevant goals waste resources and dilute focus. When we set relevant goals, we ensure every effort contributes directly to our growth objectives.
Time-Bound: Deadlines drive action. Saying “grow email subscribers” isn’t effective without a timeline. A time-bound goal like “add 2,000 subscribers by year-end” provides urgency and helps us allocate resources effectively. Deadlines make goals actionable and keep us moving at the pace we need.
When we make our goals SMART, we set ourselves up for meaningful progress. Each goal becomes a stepping stone, moving us closer to building something impactful.