Glossary/Strategy & Frameworks/SMART Goals
Strategy & Frameworks
SMART Goals
George T. Doran's 1981 criteria that goals be Specific, Measurable, Achievable (originally Assignable), Realistic and Time-bound.
By Brandon Mina·CEO, BrandPilot AI·Updated November 2026
Short answer
SMART goals are objectives that meet five criteria: Specific, Measurable, Achievable, Realistic and Time-bound. George T. Doran introduced the criteria in 1981, with Achievable originally written as Assignable. The framework helps teams turn vague ambitions into clear, trackable targets, though critics note it can discourage bolder goals.