A New Look at Goal Setting – now with an extra M

Peady’s Selling Engagement sponsored by IRD Prospector

At some stage most of us have been shown how to set goals. Elite media sales people are strong believers in setting goals to achieve the success they crave.


If you are serious about goal setting you’ve probably heard about or used what is known as the “SMART” system. It was first developed by Kenneth Blanchard and Spencer Johnson when they took the concept of goal theory into the area of management and leadership.

SMART is an acronym for Specific, Measurable, Assignable, Realistic and Timelined (or Timebound)

Now Ken Blanchard has another take on the acronym – he suggests it should be: SMMART!

An Extra “M” Adding an extra M and then altering what several of the letters stand for makes the task of goal setting even more effective.

S = Specific. In other words – what, when how? Goals have to be specific while being simply and clearly stated.

M = Measurable. In other words when will you know if they are achieved? Which reinforces the old saying, “You can’t manage what you can’t measure”!

And now the extra M = Motivating. Having motivating goals really helps because we need to know why the goal is important and how it fits. “Why” are you doing this?

A = Assignable. Most of us prefer moderately difficult but achievable goals. Goals that stretch you but are not impossible. We also need to know “who does what?”

R = Realistic. Or feasible. You’ll get 80% of your outcomes from 20% of activities so a goal is realistic if it addresses one of those 20% activities that make a difference.

T = Time Bound. The when. You must be able to measure your goals easily – which means you need a system in place to track your performance against targets or dates.

Setting goals really makes a difference. The evidence clearly points to goal setting being a primary driver for those at the top of the tree. Effective goal setting is also a real energiser.

About the author 

Stephen Pead is a media industry veteran of 30 years with significant experience in direct sales, sales management and general management. He is based in Sydney and specialises in helping SME’s market their businesses more effectively and providing training for salespeople and sales managers.

He can be contacted at [email protected]



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