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Created on 08.02.2021

Targeted leadership: how SMART are your goals?

Formulating the right company goals is a challenge. The SMART method provides a framework to help make this a success.

Having clear goals is key to the success of an SME. This ensures that a company’s actions actively contribute to its vision and promotes a targeted approach to using resources. Clear goals also help you to focus on the most important things for the business. Goals provide direction, establish accountability and help you to measure success. It is all the more important to review the company’s goals on a regular basis and formulate them appropriately. But how do you actually do this?

Set SMART goals

A common approach is the SMART method, which helps you to align your goals to five suitable criteria:

  • Specific: describe your goal in as much detail as you can. Precise instructions are crucial.
  • Measurable: include criteria which you can use to measure the progress of your goal – both for quantitative and qualitative goals.
  • Attractive: frame your goals in an inspiring way so that everyone involved wants to get behind it. In this way, the goal will also be accepted. Visualizing your goals can also help with this.
  • Realistic: set realistic goals that are neither too big nor too small. Your goals should be challenging but not cause a lack of motivation as everyone knows from the beginning that they cannot be met. They must be achievable.
  • Scheduled: make sure each goal has a beginning and an end so that everyone knows when the goal should be achieved.

Three examples of how SMART goals are set





We want to increase sales this year.

Gross sales for the “Bicycle accessories” category will increase by at least 5% in the next six months, compared to the same period in the previous year.

Customer satisfaction

We want to improve customer satisfaction.

To increase customer satisfaction for online sales, we will collect feedback from 20% of the customers who submitted a complaint after having made an online purchase. We will draw conclusions from this and improve the process so that the number of complaints about online transactions decreases by 70% by the end of the financial year.

Social media

We need to be present on social media.

In six months my company will have a LinkedIn presence with 30 posts and 100 followers.
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