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Corporate statements, also known as core values, are first and foremost a ground base where businesses operate. The mission, vision, values and goals set by the CEOs and CMOs when creating a new brand or line of products have to be SMART – Specific, Measurable, Achievable, Realistic and Time bound.

SMART goals are a catalyst perfect for assemble all parts of the company towards a competitive, helpful, strong, and clear north whilst maintaining a positive accounting and a healthy work environment with optimal productivity and high satisfaction levels.

SMART goals not only guarantee a Polar Star for all the internal parts involved in the brand. Over the years, SMART goals have gained recognition as a staple when it comes to accelerating revenue growth. According to Forbes, quoted by Culture IQ, “companies with strong cultures saw a 4x increase in revenue growth”.

This project management practical strategy was a George T. Doran’s idea, appearing the first time on 1981 on his text “There’s a S.M.A.R.T. Way to Write Management’s Goals and Objectives”.

Despite the fact that during 38 years public figures have recommended different organization approaches, marketers have in their spotlight the SMART technique due to its practicality, easy to understand methodology and its versatility over any kind of project, especially for the corporate and marketing areas where being measurable and attending proper needs wants and demands of the customers in and SMART way is a must in order to succeed.

A goal without a plan is only a wish

To set your SMART goals, the first consideration has to be the organization of your plan. According to Mind Tools, one of the world’s most popular digital, on-demand career and management learning solutions, this easy-to-apply method is one of the most effective strategies precisely because of its simplicity and clear structure.

What you need to do is ask the right questions and provide reasonable answers:


  • What do I want to accomplish?
  • Why is this goal important?
  • Who is involved?
  • Where is it located?
  • Which resources or limits are involved?


  • How much?
  • How many?
  • How will I know when it is accomplished?


  • How can I accomplish this goal?
  • How realistic is the goal, based on other constraints, such as financial factors?


  • Does this seem worthwhile?
  • Is this the right time?
  • Does this match our other efforts/needs?
  • Am I the right person to reach this goal?
  • Is it applicable in the current socio-economic environment?


  • When?
  • What can I do six months from now?
  • What can I do six weeks from now?
  • What can I do today?

Once you've charted to outlines of your project, it's time to set specific intermediary goals. With the SMART checklist, you can evaluate your objectives. SMART goal setting also creates transparency throughout the company. It clarifies the way goals came into existence, and the criteria their realization will conform to.

Setting SMART goals means you can clarify your ideas, focus your efforts, use your time and resources productively, and increase your chances of achieving what you want in life. You can start planning today your professional objectives for the next few months and very likely see a great improvement in your productivity by the end of the year.



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