Chapter 6

Goal-Setting Problems

SMART versus DUMB Goals

How motivating is it when an executive is speaking in front of an organization and says something like, “We need to leverage cross-functional core competencies”? What does this mean? Who knows? A guideline for an effective change manager is to speak in such a way that when the speech is over, the members in the audience can then exit the room knowing exactly what actions to take that could contribute to the top-level strategy of the company. This is the rationale behind SMART goals. SMART refers to Specific, Measurable, Attainable, Relevant, and Time-Bound. An example of a smart goal for a change initiative is:

We will increase sales of product “A” (specific) by 5% (measurable) using our ...

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