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Your objectives should represent attainable outcomes — results that you can reasonably expect to achieve. Consider how this might work on a personal level. A 120-pound woman would not set an objective of losing 50 pounds. That is not an attainable or realistic objective. She might, however, set a goal of losing 10 pounds.

The decision of whether or not an objective represents an attainable outcome can be a judgment call. In fact, often the “A” in the SMART acronym is said to stand for “agreed-upon,” which is another important consideration. Your company leaders, project team, and any others with a stake in the outcome of your efforts need to agree upon the objectives you establish. That agreement will generally revolve around whether the objective is deemed to be attainable. In reaching agreement on objectives it is important to also consider the resources required to achieve the objective. A significant increase in sales, for example, might require the production of more products, put extra demand on shipping and customer service staff, and perhaps cause an increase in product returns.