Mastering SMART Goals

Nearly every teacher, coach, therapist, consultant, and boss emphasizes the importance of setting goals. Goal setting is preached because it is effective. Research shows that setting goals can improve performance, focus, motivation, self-determination, collaboration and well-being. Despite over 70 years of research on the efficacy of goal setting, nearly everyone you know has goals that they are not reaching. This is not because they lack goals. All mentally healthy people have goals. One of the primary reasons people struggle to achieve their goals is that they lack proficiency in the goal-setting process. Throughout this article, I will review the SMART goal-setting process and offer suggestions on how to utilize it more effectively to achieve your professional and business objectives. In addition to this article, check out the Coaching Gold podcast where Career Coach Kaisha McCrea , owner of Growing Perspectives Career Counseling, shares how she helps her clients with goal setting.

What are SMART Goals?

The SMART goals setting process was introduced to the world in 1981 by Dr. George Doran. He was a consultant and former director of corporate planning for Washington Water Power Company, and published a paper called “There’s a SMART way to Write Management’s Goals and Objectives. In his paper, he proposed that taking the time to define your goals in a specific, measurable, achievable, relevant, and time-bound manner could increase goal achievement. Over the years, colleges, universities, and corporate trainers have taught SMART as a goal-setting process.

Learn more about SMART Goals.

SMART-Goals-SmartSheet.pdf

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Why are SMART goals effective?

The SMART goal process is effective when used correctly because it encourages individuals to slow down, think critically, and establish realistic goals and plans for achieving their objectives. People commonly fail to achieve their goals because their goals are unclear, they lack a way to measure progress, the steps required to achieve their goals are undefined, they fail to connect with the goal on an emotional level, or they do not have a clear timeline for completing their goals. The SMART goal-setting process requires you to identify and map out all common obstacles to achieving your goals, and then design a strategy for navigating those challenges. 

Try this job aid for setting SMART Goals.

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What to do when you are not achieving your goals.

The Co-Active Coaching model teaches that achieving your goals requires a combination of doing and being. Doing is all about defining the actions that you plan to take. Being is all about how you will show up when completing those tasks.  For example, I frequently work with business owners who aim to increase social media engagement. They set specific goals, establish measurable targets, design action steps, connect with the purpose of being on social media, and develop time-bound objectives, yet still do not achieve their desired outcome. Typically, when we explore why they are not successful, we uncover that they both lack the necessary skills and mindset to achieve their goals. The problem is not the goal-setting process. The problem is that they lack a clear understanding of who they are and what it takes to be successful. The solution is acquiring the skills and mindset you need to be successful.

The path forward

Understanding your constraints is the first step in overcoming the obstacles that are preventing you from achieving your goals. We all have weaknesses and shortcomings. Some of those weaknesses and shortcomings are due to a lack of knowledge, skill, and experience. Others are linked to our personality and preferences. Getting in touch with who you are can help you pursue the right goals and design effective strategies to help you thrive. Within the business world, companies use a SWOT analysis (strengths, weaknesses, opportunities, and threats) to understand their current situation better, enabling them to select objectives and goals that align with their capabilities and the world around them. SWOT analysis can also be completed at the personal level, providing the same benefits of clarifying what your objectives and goals should be.  

Research and commit to action

Goal setting is very similar to roadmapping. When you go on a road trip, you know where you are. You type into the GPS where you want to go, pick a route, and head out to your destination. Sometimes you stay on the path that is laid out for you. Sometimes you get redirected, but if you follow the instructions provided by the GPS, you will eventually end up at your destination. In a perfect world, there would be a GPS for achieving your professional goals. You could type in information about yourself, state your goal, and a path would be given to you. One day, AI may improve to the point of providing reliable growth paths, but for now, we need to chart our own path, much like our parents once had to read a paper map when they wanted to go on a road trip. The good news is that there are people who have achieved the goals that you have, and if you do research, you can replicate the success of others, provided that you are willing to make similar tradeoffs and sacrifices.

Seek help when change is hard. 

Our biggest limitation as humans is that we can only see the world from our own perspective. We live our lives, forming beliefs and assumptions about who we are and the world around us. Those beliefs and assumptions serve who we are now, but can be obstacles in our becoming who we desire to be. An example of this is a person who has had a heart attack, but continues to eat an unhealthy diet. Despite their desire to live, their beliefs and assumptions influence their habits, and their habits keep them stuck doing the behaviors that cause them cardiac disease in the first place. In this situation, the problem is not a lack of goals, but a lack of SMART goals. The antidote for limited perspective is knowledge. Knowledge can be found in many ways. It can be found through books, movies, podcasts, articles, workshops, seminars, or working with an expert. If you feel stuck and are unsure why you are not making the progress you desire, seek knowledge and be willing to solicit help in achieving your goal. 

About Your Path Coaching and Consulting

Ready to take your leadership or organization to the next level? Your Path Coaching and Consulting empowers individuals and organizations to reach their full potential through personalized coaching and consulting services. We specialize in Executive Coaching for leadership development, team building, and communication skills, as well as Business Consulting for strategic planning and organizational development. Our mission is to inspire and empower you to create positive change and achieve sustainable success.

Connect with us: Schedule a free consultation today to discuss your goals, or visit our website to learn more about our holistic approach to personal and professional achievement. Follow us on LinkedIn for insights and updates.

SMART Goals Frequently Asked Questions

What are SMART goals, and why do they matter in business?

SMART goals are:

• Specific: Clearly defined and focused.

• Measurable: Quantifiable to track progress.

• Achievable: Realistic given resources and constraints.

• Relevant: Aligned with broader business or personal objectives.

• Time-bound: Set within a defined timeframe.

They matter because they transform vague intentions into actionable strategies, improving performance, motivation, and accountability.

Why do professionals often fail to achieve their goals—even when they use SMART?

Common pitfalls include:

• Lack of emotional connection to the goal.

• Undefined action steps or unclear measurement criteria.

• Misalignment between the goal and personal strengths or values.

• Absence of the right mindset or skills to execute effectively.

How can I make my SMART goals more effective?

• Pair goal-setting with self-awareness: Use tools like SWOT analysis to assess your strengths, weaknesses, opportunities, and threats.

• Clarify both the “doing” (actions) and the “being” (mindset) required to succeed.

• Connect goals to a deeper purpose to sustain motivation.

• Break goals into micro-steps with checkpoints for reflection and adjustment.

What should I do if I’m not achieving my SMART goals?

• Revisit the relevance and achievability of your goal.

• Assess whether you’ve developed the necessary skills and mindset.

• Seek feedback or coaching to uncover blind spots.

• Utilize the Co-Active Coaching model to strike a balance between execution and personal growth.

How can I utilize a SWOT analysis to enhance my SMART goals?

Conduct a personal SWOT to:

• Align goals with your strengths.

• Anticipate and mitigate weaknesses.

• Leverage external opportunities.

• Prepare for potential threats or constraints.

This ensures your goals are not just SMART—but also strategic and self-aware.

When should I seek help with goal-setting?

If you feel stuck, lack clarity, or repeatedly fall short of your objectives, it’s time to:

• Consult a coach or mentor.

• Join a workshop or mastermind group.

• Explore educational resources, such as podcasts, articles, or seminars.

Sometimes, the missing piece is perspective—and that’s where outside support can be transformative.

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I would love to hear your thoughts on this topic. Feel free to email executive coach Dorian Cunion at dcunion@yourpathexecutivesolutions.com. If you are interested in seeing additional content related to leadership and business, follow me on

• Instagram at https://www.instagram.com/your_executivecoach 

• LinkedIn at https://www.linkedin.com/in/doriancunion/. 

Or check out the Coaching Gold podcast on

• Spotify https://open.spotify.com/episode/13bVHSpTVGfoBXZYpFFyNR?si=2Wp-jP3DR0CXK5f7RrBjfA or

• Youtube https://youtu.be/5a39XfS4O0I?si=DHSSsNreisqUfQYU

Your Path To Business Success: #3 Improve Revenue by Setting Customer Goals

The battle for customers is fiercer than ever. Technology and access to capital have made it easier for people to open new businesses and serve customers worldwide. To thrive in 2025, you must differentiate yourself by providing exceptional customer experiences that cause people to return for more and tell others about you. This article guides you through setting practical customer goals for the year ahead, ensuring you cut through the noise and focus on the metrics essential to your business success.

Improve Revenue Using Customer Goals

Link Customer Goals to Financial Goals

It's crucial to align your customer-focused goals with your overall financial objectives. Here's how:

• Customer Acquisition Targets: Establish clear targets for acquiring new customers. When setting these goals, consider how many new customers you need to reach your revenue goals. What strategies will you use to reach and convert them? Considering your plan will help you determine which markets you should target, how you will advertise, and whether you need to adjust your offer to attract new customers.

• Client Retention Goals: Retaining existing customers is often more cost-effective than acquiring new ones. Set specific goals for client retention and determine the steps you will take to drive repeat business and referrals.

• Customer Satisfaction Tracking: How will you measure customer satisfaction? Implementing feedback mechanisms like surveys, reviews, and social media monitoring can help you understand how much customers like your service and identify areas for improvement.

Identify Customer Acquisition Strategies

Once you have established your goals, it is time to consider strategy. Implementing a multi-layered approach can help you convert more prospects into clients.

• Ground Game: Your "ground game" involves direct, in-person interaction. Face-to-face outreach could include attending industry conferences, community, alumni, or business networking events.

• Digital Marketing Strategy: The average American spends 7 hours in front of a screen daily. If you want to get their attention, you must show up online. Consider how you will reach customers through digital ads, social media, video, and your website.

• Integrated Approach: Seamlessly integrate your ground game and digital marketing efforts. For example, if you attend an in-person event, promote it online beforehand. Capture videos during the event, and share what you learned or who you met on social media.

Determine People and Resource Needs

Once you have set your goals and built a high-level strategy, it is time to consider what people and resources you will need to execute your plan at a high level.

• Personnel Needs: Will you need to expand your team to achieve your goals? Consider hiring new employees, contracting specialists, or partnering with other businesses to provide complementary services.

• Operational Changes: Identify any necessary operational changes to support growth and enhance the customer experience. Continuous improvement could involve streamlining processes, improving customer service protocols, or changing employee roles or responsibilities.

• Technology Enhancements: Explore technologies that can elevate the customer experience. Upgrades might include adding a Customer Relationship Management (CRM) system, personalized marketing tools, automation software, or online communication platforms.

Summary

Setting customer-focused goals is crucial for building a successful and sustainable business. By linking these goals to your financial objectives, identifying effective acquisition strategies, and allocating resources strategically, you can create a customer-centric approach that drives growth and fosters long-term loyalty.

In the following article, we'll delve into gathering data and analyzing it.

4 Steps to build resiliency

How are you doing with your New Year’s resolutions? If you are trying to make a significant change in 2023, at some point you are going to run into some adversity that will cause you to question your commitment to change. Self-doubt and depleted motivation are natural, it happens to even the most confident and resolute people. When you face adversity, it is important to tap into your personal resilience to help you push through and continue to move towards your goal. In this article, I will share with you the four actions I encourage clients to take when they are looking to make significant changes in their career.

Define who you are

The first action I encourage clients to take is to define who they are today. Knowing who you are is an important aspect of emotional intelligence, and supports you being resilient. Being resilient means being willing to continue to move forward, even when you start to feel internal and external pressure to stop. For you to do this it is critical to be grounded in the knowledge of your strengths and your passions. Your strengths are the things that come natural to you, and that support your self- esteem. Your passions are the things that you can do for a long amount of time without needing motivation from outside sources. By being aware of your strengths and your passion you will have anchors of support that you can leverage when change efforts begin to get difficult.

Define who you want to be

The second action I encourage clients to take is to define who they want to be. I encourage clients to take the time to write down descriptive words for their ideal self. This ideal self is rooted in their values, and acts as a north star to guide their actions. By clarifying who you want to be, and how that ideal self is rooted in your values, it is easier to find the motivation to continue to push forward despite the obstacles that will arise as you pursue your goals.

Define what you want to do

The third actions I encourage clients to take is to define what they want to do. Being clear on what you want to do, is equally important as defining who you want to be. The Co-Active Model that I use for coaching emphasized the importance of finding the balance between doing and being. As you pursue your goals, it is critical that you define the actions that you are going to take. These actions should be as precise as possible so that you can hold yourself accountable. Developing precise action means being specific on the who, what, where, when and how associated which what you are planning to accomplish.

Define how you will hold yourself accountable

The final action that I encourage clients to take is to define how they will hold themselves accountable. Some clients are great at personal accountability. To hold themselves accountable, they simple declare to themselves that they will do a task. For others they find it helpful to use things to do list, or calendars to help keep task top of mind. There are also clients that find it helpful to leverage others to help them with holding themselves accountable. For many people, it is easier to honor commitments made to others than themselves. No one knows you better than you know yourself, so it is important to identify what you need to hold yourself accountable, and to build that accountability into your growth plan.

Staying committed to your New Years’ resolutions takes resiliency. There are going to be times when you lack the motivation to push forward towards your goal. During those times, it is important to remember who you are, who you want to be, why it is worth you pushing through the adversity. The better you can root your New Year’s resolutions into your values, the easier it will be to stay committed. Many of the changes that have brought you the most benefit to your life, require the most effort. Think back to the proudest accomplishment of your career. How did you feel in that moment? What did you have to overcome to achieve that milestone. When times get difficult, remember the strength you demonstrated in pursuing that accomplishment. Remember the values that you had to tap into to help you push through those hard times. Leverage the knowledge that you have accomplished difficult things in the past, and that you are capable of accomplishing increasingly difficult things in the future. Resiliency comes from within. It is a muscle that is built through experience and the more that you work to know who you are, and pursue who you want to be, the easier it will become to push through adversity.

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