What are SMARTS goals and why use them?

Administering and expanding a developer is not a simple task.

Reflecting on the last decade, this market has seen fluctuations on a larger scale than the others.

Given a context of uncertainty, setting goals for business growth is an extremely complex task, so it is necessary to adopt an approach that provides the necessary resources for this activity.

In this article, we intend to present the methodology for creating SMART goals, widely spread around the world.

What are SMART Goals?

Meta SMART is a tool created by George Doran in his book: There’s a SMART way to write Management Goals and Objectives, published in 1991.

Doran believed that the way managers and entrepreneurs defined their goals was not assertive, as they were confused when writing down the results they wanted to achieve.

The name SMART comes from the meaning of the syllables that make up the word in English: S for Specific, M for Measurable, A for Achievable (Achievable), R for Relevant (Relevant), T for Time-Based (Temporal ).

By establishing goals based on these criteria, we are creating SMART-type goals, as you can see this is a very simple method and can be applied to achieve corporate, professional, personal, individual, or collective goals.

Specific / Specific

To create a goal based on the SMART concept the first step is to define a specific objective.

According to Doran, “Increase Sales”, “Grow the company” are very generic objectives to be defined as a goal, making it difficult for the team to commit itself as well as measuring whether they are being achieved.

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In the methodology, the results to be achieved must be defined directly, with no room for subjectivities.

Returning to the example, while “Increase sales” is not a good goal, “Increase sales by 10% in two months” is as much as better.

The second presents a framework for progress to be measured and brings the dimension of the benefit to be achieved, allowing actions to be planned in a more realistic way


As discussed above, setting measurable goals allows the manager to track progress and verify that goals are being achieved.

It is useless to put into action a plan with which there is no possibility of measuring what is going right or wrong.

Often, no matter how specific the defined goal is, people will be confused when it comes to monitoring their progress.

By planning in advance how the journey towards the goal will be measured, we prevent that there is tangible data, which indicates the success or failure, at the end of the stipulated period

Achievable / Achievable

How many times do we observe teams with goals that deviate from the reality of the business?

As much as it is in your interest to have objectives such as “double your company in 1 year”, this often does not match the reality of the business or the market in which it is inserted.

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Setting achievable goals motivates the team to pursue the goals, as people will commit to fulfilling what was stipulated since it is possible to make it happen.

While hitting a goal is psychologically positive, working toward impossible goals creates frustration and disengagement.

To set an achievable goal, the manager must be honest about the reality of the company and the available resources, noting the strengths and weaknesses of the team. This is an extremely positive exercise for self-knowledge and strengthening bonds in the corporate environment.

Relevant / Relevant

What’s the point of mobilizing your team to achieve a goal that has no value for the company?

It is psychologically proven that people feel much more engaged when working to achieve goals that really impact the environment they live in and are aligned with their personal goals.

It is important to point out that the manager’s priorities are not always the same as the team’s, so it is necessary to propose goals that are aligned with the vision of everyone involved about what is relevant for the moment.


A goal that is not tied to any deadline is a big door to procrastination.

Think about your personal life, how many goals were lost because a period of time was not stipulated for them to be fulfilled?

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In the business world, it is no different, people need a date so that they can be presented with the advances.

This does not mean that your schedule cannot be adjusted accordingly, but it is important that you are clear to everyone what the next steps are and how long you are expected to take.

Why should the real estate market use SMART goals?

The great differential of SMART goals lies in ensuring the focus on established goals.

Once specific, measurable, achievable, relevant, and temporal goals are agreed upon with the team, employees will feel much more committed to achieving these results.

There’s nothing worse than being in a company where people are asked to produce more, but they don’t understand the fundamentals of this charge.

Transparency is a feature increasingly valued by Top Performers employees, who seek a company whose personal purposes are aligned with corporate ones.

This is a methodology that generates proven results, why not test it in your company?

In another article, we talked about: How to increase productivity in sales management, you can read it by clicking here.


In this article, we introduce the concepts of SMART goals, a simple and effective tool for business planning and control.

Setting clear and objective goals will bring your team closer to the expected results.

Get away from generic and subjective goals and start thinking with the SMART methodology.

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