Why SMART Goals Make or Break Your Strategic Plan
The point of planning is to organize a team and resources into a system that achieves a particular goal or set of goals that fit into a larger vision for an organization or a community. However, not all goals are created equal. Many plans start with big ambitions and inspiring language, but without clear direction, they fade into wishful thinking. Weak results are often the result of weak, poorly articulated goals. A strategic plan is only as strong as the goals that drive it. That’s where SMART goals come in.
Many people are now familiar with the acronym SMART goals: Specific, Measurable, Achievable, Relevant, and Time-bound. The point of SMART goals is to turn vision into action; each element is essential to drive changes toward a particular vision. They force clarity, structure, and accountability, making it possible to track progress and adapt as conditions change. When teams commit to SMART goals, they move from wishy-washy, vague intentions to making measurable impacts.
It's often said that failing to plan is planning to fail. But the real failure is not lacking a plan, it’s having plans that are too vague to require specific actions and accountability. Here are some common pitfalls:
Too broad: “Improve communication” sounds great, but what does it mean? You need to focus and get specific. What is meant by communication? What can we measure? Try something like “All Elementary teachers will provide positive communication directly to each parent about their child at least once every two weeks through the end of the year.” That is a SMART goal. That can be measured, monitored, acted upon.
No owner: Every goal needs a person’s name attached to it. When no one is clearly responsible, everyone assumes someone else is handling it, and nothing happens. Take ownership and assign responsibility, individualizing each aspect of your plan, so nothing falls through.
No baseline: You can’t measure improvement without knowing where you started. Anchor your plan within reality. Establishing a clear starting point allows you measure your progress.
No regular check-in: Keep up that community calendar! Schedule quarterly check-ins to keep teams accountable, identify challenges, and celebrate wins when things are going well. Schedule check-ins at times that are promising for making changes if necessary.
Lack of data: Without data, decision-making is just guesswork. You need surveys and demographics to point to and analyze regularly that are directly related to your SMART goals. Simple data points can provide valuable insight, letting you know what’s working and what’s not. For example, a check-in with teachers might just be asking weekly, “Are you doing this particular activity (e.g., positive communication with parents), or not?”
SMART goals transform strategic plans, making them actionable. They help organizations focus, follow through, and achieve real change. SMART schools ensure all their goals are truly SMART!