In a recent meeting with a client, we discussed the challenge of setting SMART goals for the organization. While SMART goals are a well-established framework, the conversation led to a deeper question: How can we go beyond simply creating a to-do list and ensure that goals are clearly defined, actionable, and impactful? It’s one thing to list tasks; it’s another to make sure the outcomes are well-understood, measurable, and achievable.
Deliverables approach
We explored the idea of transforming traditional goal-setting into a more structured framework using deliverables, where the output and outcome are clearly specified. A deliverable isn’t just a task to check off; it’s an end result that should meet well-defined criteria. When setting deliverables, clarity is essential. Without a clear specification of what is required, there is room for ambiguity, and this can lead to misunderstandings about what was actually achieved. By being specific about the expected outcome, you ensure that everyone is aligned and that the result is exactly what you wanted—or if it isn’t, it’s obvious where things went off track.
User stories approach
This led to a discussion about using user stories, a method commonly used in agile development, to articulate goals and requirements. The beauty of a user story is that it describes what needs to be achieved and why it is important, without prescribing the exact method for achieving it. This allows the team to use their expertise, initiative, and creativity to find the best way to achieve the target. It’s a great approach when working with specialists who have the knowledge and experience to solve problems in innovative ways.
We ended up adopting a variation of the user story format for our yearly planning, modifying it to suit the organization’s strategic goals. The user story format allowed us to keep the focus on what was important—achieving measurable outcomes—while leaving the implementation details to the team. This approach empowers teams to take ownership of how they achieve the goal, increasing accountability, engagement, and creativity.
How We Adapted the User Story Approach for Yearly Planning
The traditional user story format is typically used in software development and goes something like this:
As a frequent traveler, I want to save my favorite destinations in the travel app so that I can quickly access them when planning future trips.
This is followed by acceptance criteria that outline exactly what needs to be done for the story to be considered complete:
The user can add destinations to a favorites list.
The list is saved across devices.
The user can easily access and remove destinations from the list.
For our yearly planning, we adapted this structure into a more general template, focusing on the outcome and deliverable, with clear metrics for success. Here’s how it looks:
In order to [what we want to achieve or the goal], I need [the specific deliverable or output], so that I [the benefit or desired outcome].
Measured by: [date/time/cost/success criteria]
Example 1: Organizational Growth Objective
In order to increase our customer base by 20% this year, I need a comprehensive marketing strategy, so that we can attract new customers and increase revenue.
Measured by: Increase in customer acquisition by 20% by the end of Q4.
Example 2: Operational Efficiency Objective
In order to reduce operational costs by 10%, I need to implement a new supply chain management system, so that we can streamline processes and reduce waste.
Measured by: Achieve 10% reduction in operational costs by the end of the fiscal year.
Why This Approach Works
1. Clarity of Purpose: This structure forces us to clearly define what we are trying to achieve, why it is important, and how success will be measured. This clarity is crucial for alignment across teams and departments.
2. Outcome-Focused: Unlike traditional goal-setting methods that focus on activities, this approach prioritizes outcomes. The focus isn’t on completing tasks but on achieving measurable, impactful results. This ensures that teams stay aligned with the strategic objectives of the organization.
3. Empowering Teams: By defining the deliverable and the desired outcome, but leaving the ‘how’ open to interpretation, this approach empowers teams to use their expertise to determine the best way to achieve the goal. This fosters innovation and accountability, as teams take ownership of the process.
4. Measurable Success: The inclusion of measurable success criteria ensures that progress can be tracked, and that the team is held accountable for delivering the desired outcome. Clear metrics also make it easier to assess whether the goal was achieved and to course-correct if necessary.
Conclusion
Adopting a user story approach to yearly planning helps organizations move beyond the traditional task-based goal-setting approach. By focusing on the end results—clear deliverables and measurable outcomes—this method ensures that teams are aligned, empowered, and focused on what truly matters. It’s a great way to encourage ownership, foster innovation, and keep everyone on track toward achieving impactful goals.