We are pleased to share an article entitled “Why SMART Isn’t Enough for Setting Compelling, Transformational Goals” by Julius Ordonez.
The year end is fast approaching, and individuals and organizations are now gearing up for goal setting and direction setting. This is the ideal time for coaches to revisit how they are guiding clients to set goals that truly matter. Now more than ever, coaches must master the art and science of goalsetting, ensuring every conversation leads to clarity, excitement, and real impact for their clients.
Goal setting is a key aspect of Core Competency #3 of the International Coaching Federation (ICF), where coaches partner and assist clients (coachees) in defining what they want to achieve in the coaching engagement. Our responsibility as coaches is to ensure that clients identify goals that are compelling for them. Over the years, many of us have relied on the SMART framework—Specific, Measurable, Achievable, Relevant, and Time-bound—as a guiding principle to help our clients establish meaningful goals. However, I have noticed that when you strictly adhere to the SMART goal-setting criteria, you may still end up with goals that are not truly compelling.
A compelling goal is one to which clients are deeply emotionally attached because it is truly meaningful and inspiring for them. Such a goal resonates on a deeper level, fostering a sense of purpose and significance. When achieved, a compelling goal will have a significant impact on the client, personally and/or professionally.
A compelling goal is also one that’s challenging enough to push the coachee out of their comfort zone. When a goal is challenging, it appeals to our psychological need for achievement and competence, activating our intrinsic motivation to accomplish it. When a goal is exciting, we feel strongly driven to pursue it.
The SMART framework does not address whether a goal is compelling—challenging, exciting, meaningful, or inspiring. While it covers the cognitive, technical aspects of goal setting, it falls short on the affective elements that drive real growth and transformation. Recognizing this, I developed my own framework based on my 20+ years of coaching experience to address the limitations of SMART by incorporating vital elements that foster ambition, excitement, and significant impact. I came up with the STRETCH™ framework to guide my goal-setting sessions, and I regularly teach my coaching students and mentees how to apply it in practice. The word STRETCH is easy to remember and it perfectly captures the essence of what a truly compelling goal should be. You may find it useful as well.
Here’s what STRETCH™ stands for:
S – Specific: As in SMART, we ask clients to articulate clear and well-defined goals. For example, if a client wants to improve their people skills, we ask, “What specific people skill would you like to improve?” Specificity provides clarity and direction, allowing clients to focus their efforts effectively.
T – Tangible: We ask clients to describe the tangible outcomes they want to achieve—something observable. If a coachee wants work-life balance, we ask, “What does work-life balance look like for you?” If they want to be assertive, we ask, “What does being assertive mean to you?” and “What are the behavioral manifestations of being assertive for you?” Coaches should help coachees set goals that yield visible outcomes, reinforcing their sense of achievement and motivation.
R – Realistic: Goals should be attainable and grounded in reality; otherwise, they may lead to frustration and disappointment. A goal should be within a person’s control, or at least something over which they have significant influence. For example, if a client says, “My goal is to be promoted after a year,” we might ask, “How realistic is that goal for you?” or “How much influence do you have over the outcome of this goal?” These questions help the client reflect on whether achieving a promotion within a year is truly realistic. If it isn’t, we can then ask, “What will you work on within yourself to become fully qualified for a promotion after a year?” This approach encourages the client to set a goal that is more realistic and within their control, which may ultimately lead to a promotion.
E – Exciting: Imagine if a client is not excited about their goal. Goals should ignite passion and enthusiasm—elements essential for maintaining motivation, which the SMART criteria do not cover. We must explore what excites our clients about their aspirations and how that excitement can fuel their journey. To do this effectively, we must connect deeply with them and have the sensory acuity to sense excitement in their voice, energy, and body language. Articulate the excitement that you see/feel in them and say, “I can feel your excitement as you talk about your goal – what about this goal that excites you the most?” If you don’t feel their excitement, reflect it back and say, “I don’t feel your excitement or enthusiasm about your goal.” If they confirm, ask, “What could that mean for you?” If they deny and claim their goal excites them, trust their word—some clients are not expressive or transparent about their feelings.
T – Timebound: As in SMART, goals should have a clear timeframe.
C – Challenging: SMART does not cover this as well. Goals that stretch our capabilities are more motivating, and true growth often occurs outside our comfort zones. Challenging goals can unlock hidden strengths and cultivate resilience, leading to personal growth. We help clients set realistic yet stretch goals. What is challenging for them, however, may not be challenging for us as coaches, so we must be aware of our biases. It’s best to ask, “How challenging or difficult is this goal for you?” Often, clients express the difficulty in their stories, including obstacles they foresee. Their non-verbal cues can also be indicators, so listen to both what is said and what is unsaid.
H – High Impact: We naturally strive for growth and self-actualization, so goals that have a significant impact on our professional and personal lives are truly compelling. As coaches, it’s important to help clients explore and define the broader significance of their goals. This means guiding them to reflect on the deeper changes they want to create within themselves, in their lives, and even in the lives of others. When clients gain a clear understanding of the ultimate rewards and meaningful outcomes their goals can bring, they become personally invested, genuinely excited, and highly motivated to achieve them. This sense of ownership and commitment to their goals then arises naturally, fueling their drive and persistence throughout the journey. We ask questions like:
– “How will achieving this goal impact your life, career, relationships, health, or other aspects?”
– “How different will you be as a result of achieving this goal?”
– “How can this goal make you a better person, leader, spouse, or parent?”
– “How is this goal linked to your overall aspiration life? To your life vision and purpose?”
– “Who else will be impacted when this goal is achieved?”
– What best scenario do you see when you achieve this goal?”
Bottomline, the client’s goal should be Specific, Tangible, Realistic, Exciting, Timebound, Challenging, and High Impact for it be compelling. This STRETCH™ framework will then serve as your guide in asking coaching questions and listening, seeing, sensing, feeling, intuiting and understanding your client’s desires, aspirations, fears, and even confusion when you conduct goal setting conversations. While it provides a structure, do not use it in a linear manner, or you risk becoming a “checklist coach.” Coaching conversations should be spontaneous and dynamic, not formulaic. When used properly, the STRETCH™ framework helps clients/coachees set goals that truly matter to them, laying the foundation for success and lasting transformation.
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