Fix the Framework: SMART goals for immeasurable outcomes
By Paige Edwards-Werhan
SMART goals are often treated as a universal solution — structured, clear, and reassuringly measurable. But anyone working in roles that blend creativity, strategy, and problem‑solving knows that the M in SMART, measurable, is often the hardest part. Many tasks simply don’t resolve neatly into numbers. Designing an onboarding experience, building a partnership, developing a brand narrative, or coaching a team through change all matter deeply, yet their success can’t always be captured by a percentage increase or a tidy KPI (Key Performance Indicator).
When measurement becomes forced, teams tend to track what’s easiest rather than what’s most meaningful. The good news is that SMART goals can still work — you just need to rethink what measurable looks like when the work itself is complex. Below are three evidence‑based approaches that preserve clarity and accountability without flattening the nuance of creative or exploratory roles.
1. Consensual Assessment: When Numbers Don’t Capture Quality
Some projects, like drafting a strategic narrative or redesigning a workflow, don’t have a single correct outcome. In these cases, numeric KPIs often feel arbitrary. Research by John Baer and Sharon McKool in the The Gold Standard for Assessing Creativity (2014), highlights the Consensual Assessment Technique (CAT) as a more valid method. CAT evaluates work based on the collective judgment of experts familiar with the domain.
A SMART goal might shift from “Increase brand clarity by 15%” to “Produce a revised brand narrative that meets expert consensus on clarity, coherence, and alignment with organizational values.”
The measurement becomes qualitative but still rigorous, grounded in professional standards rather than guesswork. This approach works well for design, communications, leadership, coaching, curriculum development, and any task where quality is best judged by informed eyes.
2. High Learning Goals: When the Task Is New, Measure Skill Acquisition
For unfamiliar or highly complex projects, fixed performance targets can create pressure that stifles experimentation. Gary Latham and Gerard Seijts, writing in Organizational Dynamics (2012), show that learning goals are more effective than performance goals in these situations. Instead of measuring an outcome, you measure the acquisition of new capabilities.
“Increase engagement by 20%” becomes “Master three new storytelling strategies and apply them in the next campaign.”
Learning goals give teams permission to explore, iterate, and build competence, which are essential steps before performance can be meaningfully evaluated.
3. Small Wins: Measuring Momentum Instead of Milestones
Even when outcomes are hard to quantify, progress still happens, often in small, meaningful steps. Teresa Amabile and Steven Kramer, in The Progress Principle (2011), found that daily progress is one of the strongest drivers of motivation and engagement. Breaking large goals into smaller, observable actions creates a measurable rhythm of achievement.
“Launch the new program by Q4” becomes “Complete five milestone deliverables, each reviewed weekly for progress and barriers.”
Small wins make progress visible even when the final product is evolving.
Bringing It All Together
SMART goals don’t need to be abandoned when measurement is difficult, they simply need to be reframed. The “M” can flex by using expert consensus, learning goals, or small wins. Each approach keeps goals specific, achievable, and time‑bound while honoring the complexity of the work itself.
Develop Your Goal-setting Skills:
- For managers: Register for How to Set Goals for Direct-Reports, 2:30 p.m. on Wednesday, July 22.
- For all faculty and staff: How to Set Goals for Yourself (And Achieve Them!), 11:30 a.m. on Wednesday, July 29.
- Make your goals SMART: To learn more about how to effectively set SMART goals, go to Workday Learning and take this on-demand online course.
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