What’s S.M.A.R.T.?

Specific, Measurable, Attainable, Realistic, Timely.
At IA Business Advisors, using S.M.A.R.T. isn’t just about goal setting.

To Us, S.M.A.R.T. is a Verb

We believe S.M.A.R.T. is the foundation of continuous improvement, which is why we use it internally, with our team, and externally, with our clients. While it may seem difficult to check an acronym for everything, the reality we have found is that thinking about S.M.A.R.T. when making decisions and creating policies, procedures, strategies, tactics, and goals produces better results, ensuring our clients remain viable competitors in their industries.


Clear communication identifies wants, needs, and expectations, and leaves little to no wiggle room for misinterpretation. Confusion results in missed opportunities, failed ventures, and loss of capital. Use clarity for all endeavors to realize success.


People naturally give more attention to things that are measured because it provides a basis for understanding growth, which is rewarding. If you can’t measure it, you can’t control it. Use objectivity to set key performance indicators (KPIs).


All the proper tools need to be in place to develop attainable goals. People need to be properly trained, have the right education for the job, and be capable of what is being asked of them. Unity is required to have attainability.


Lacking realism can lead to quality being sacrificed, failing to fully complete a task, jeopardizing safety, and the development of culture issues such as low team morale. If you set the bar too high or too low, people will become either frustrated or bored.


Timelines (a form of KPIs) are imperative to success. They stipulate the beginning, middle, and ending milestones needed to reach agreed upon goals. If and when deviations are indicated, quickly correct them to avoid unnecessary expenses.

Get Your Business Prescription

When you are ready to have a clear view (BizVision) of your company and tackle any of the business issues that are hurting your potential viability, contact your business doctor, IA Business Advisors.