How to Set Business Goals That Actually Work: Why SMART Isn’t Enough (And What to Use Instead)
If you’re a business owner searching for a better way to set goals, you’re not alone.
Most goal-setting frameworks are built for employees.
Not entrepreneurs.
Not leaders navigating cash flow, people issues, market shifts, and the mental weight of being the one responsible for it all.
So if you’ve ever set a SMART goal that looked great on paper — but didn’t actually change your business or your life — this is for you.
Let’s break down why most goal-setting systems fall short for business owners and introduce a powerful alternative that’s designed to drive results in the real world, primarily for business owners but also for their teams.
Why SMART Goals Often Fail Business Owners
SMART goals are:
-
Specific
-
Measurable
-
Achievable
-
Realistic
-
Time-bound
They’re clean. They’re logical.
But in reality? SMART goals often fall flat for business owners because they’re:
-
Too short-term
-
Too safe
-
Too transactional
-
Too detached from emotion or long-term purpose
They’re built for corporate performance reviews, not entrepreneurial breakthroughs.
In truth, the goals that drive real change aren’t just clear — they’re compelling.
They push you. Stretch you. They keep you up at night — not out of stress, but out of excitement.
That’s why Kevin Riley developed the SMUTTIE Goal Framework.
What Are SMUTTIE Goals?
SMUTTIE is a modern, emotionally intelligent approach to goal setting, built specifically for business owners (by a business owner) who want more than just incremental growth.
It stands for:
-
Systemised
-
Measurable
-
Uncomfortable
-
Tactical
-
Targeted
-
Inspirational
-
Emotional
Let’s unpack each part — and how you can use it to set goals that actually work.
1. Systemised: Build a Structure Around Your Goals
Most business owners don’t fail because of lack of motivation — they fail because they don’t have a system that keeps their goals front of mind.
Systemising your goals means:
-
Creating visual reminders (on your desk, wall, phone)
-
Regularly testing their strength — “Do I want this enough to stay committed when it gets hard?”
-
Paying attention to the thoughts and habits that either move you forward or hold you back
Action Step: Write your goal down and keep it visible. Set weekly check-ins to assess whether your current actions, mindset, and systems are aligned.
2. Measurable: Track More Than Just Results
In SMUTTIE, we don’t just measure outcomes — we measure what supports the outcome.
Ask yourself:
-
Am I thinking the way I need to think to reach this goal?
-
Are my habits helping me — or quietly sabotaging me?
-
Have I built behaviour patterns that lead to momentum?
Key Insight: Tracking progress isn’t just about milestones — it’s about staying mentally and emotionally aligned.
3. Uncomfortable: Make Your Goal Big Enough to Scare You (a Bit)
Growth doesn’t live in your comfort zone.
Your goals should be bold enough to stretch you, not to the point of paralysis, but enough to demand courage.
If your goal feels too safe or “doable,” chances are it won’t move you. And if it doesn’t move you, it won’t change your business.
Gut Check: Does your goal make you slightly uncomfortable to say out loud? If not, go bigger.
4. Tactical: Connect Your Goal to the Bigger Picture
A goal in isolation is just a to-do list item.
A goal that ladders up to your ideal life becomes powerful.
Every SMUTTIE goal should be a deliberate, strategic step toward a long-term vision. Whether it’s 3 months or 10 years away, it should align with your version of success.
Think Like This: “How does this move me closer to the business — and life — I want?”
5. Targeted: Assign a Deadline That Drives Action
Vague timelines lead to vague effort.
In SMUTTIE, your goal isn’t real until it has a time stamp. That doesn’t just mean “this quarter” — it means a real, tangible deadline you can work back from.
Tip: Reverse-engineer your timeline. What needs to happen weekly? Monthly? Who else needs to be involved?
6. Inspirational: If It Doesn’t Fire You Up, It Won’t Last
A goal that’s “kind of interesting” won’t get you out of bed early or help you push through resistance.
Ask yourself:
-
Does this excite me?
-
Do I actually want to achieve this, or does it just sound good?
-
Can I see how this ties into the life I really want?
If you’re not lit up by the goal or prospect of the outcome, don’t commit to it.
7. Emotional: Anchor Your Goal in Something That Matters
Emotion is the glue.
It’s what keeps you going when the data dips, the pressure rises, or the self-doubt kicks in.
Attach your goal to something real:
Your kids. Your mission. Your freedom. Your legacy.
One of the best ways to activate emotion?
Visualise what success looks like — and what it will feel like.
Create a ritual around progress. Reward it. Share it.
Why SMUTTIE Goals Work for Business Owners
Business is personal. And goal setting should reflect that.
SMUTTIE works because it’s designed for real-world leadership, not just productivity apps.
It blends mindset, motivation, systems and strategy in a way that keeps you aligned and moving forward.
How to Start Using SMUTTIE Goals Today
Want to put this into practice?
Download the free SMUTTIE Goals infographic and — a simple, visual guide to help you build better goals with stronger outcomes.
👇
[Download the SMUTTIE Goals Framework PDF]
Free download — no fluff. Just a practical tool to set goals that actually change your business.
Most business owners don’t need more ideas.
They need a better way to turn vision into action.
SMUTTIE isn’t a replacement for discipline — it’s a system that makes discipline easier to maintain.
If you’ve struggled to stick to goals or feel like your targets aren’t inspiring action, SMUTTIE might be the shift you’ve been looking for.
