Why DUMB goals can be smarter than SMART ones

Rita
Oct 17
7 min read

Goal setting is one of the most discussed topics in productivity, leadership, and personal development. For decades, the SMART framework - Specific, Measurable, Achievable, Realistic, and Time-bound - has dominated training sessions, management seminars, and coaching programs. SMART goals are praised for being precise, structured, and easy to track. They help teams measure progress and organizations align actions with strategy.

But there is a catch. While SMART goals are useful, they can sometimes feel dry. They tell us what to do but rarely explain why it matters. They create order, but they don’t always inspire action. This is why an alternative framework, known as DUMB goals, has been gaining attention. Despite the name, the concept is far from silly. In fact, DUMB goals bring back the passion, energy, and vision that SMART goals sometimes miss.

In this blog, we’ll explore the difference between SMART and DUMB goals, why both matter, and how you can combine them to set objectives that are not only measurable but also meaningful.

The limits of SMART goals

SMART goals were introduced in the early 1980s as a way to help managers and employees bring structure to performance planning. The logic was simple: vague intentions like “I want to do better at work” or “I want to get healthier” were too broad. Instead, a SMART goal would be:

Specific: “I will walk 10,000 steps each day.”
Measurable: “I will track my steps with a fitness app.”
Achievable: “I will start with 30 minutes of walking daily.”
Realistic: “I won’t aim for running a marathon in a month.”
Time-bound: “I will maintain this for three months.”

Infographic explaining SMART objectives: Specific, Measurable, Achievable, Relevant, and Time-related. Describes how to set clear, measurable, and realistic goals aligned with strategy and deadlines.

The strength of SMART goals lies in their clarity. They are easy to communicate, simple to monitor, and practical to execute. Companies adopted them widely because they reduced ambiguity in project management and performance reviews.

However, many people have noticed a weakness. SMART goals often fail to address motivation and inspiration. They appeal to logic, but not to emotion. And without emotion, even the most carefully structured goal can feel like a box-ticking exercise.

As Brendon Burchard, an American motivational speaker, argues, goals should be about energy, inspiration, and dreams. A purely rational system doesn’t capture the excitement that makes people persist when things get hard. That’s where the DUMB approach enters the picture.

What are DUMB goals?

The idea of DUMB goals was first introduced by Brendon Burchard, a well-known motivational speaker and high-performance coach. In his approach, DUMB is not a joke but an acronym for:

Dream-driven
Uplifting
Method-friendly
Behavior-driven

This model emphasizes the emotional and human side of goal setting. It doesn’t reject structure. It complements it by adding purpose. Let’s look at each part in more detail.

Infographic explaining DUMB goals: Dream-driven, Uplifting, Method-friendly, and Behaviour-driven. A framework introduced by Brendon Burchard as a motivational alternative to SMART goals.

1. Dream-driven

Every great achievement starts with a dream. Dreams may sound vague, but they are what give direction and energy to our actions. A dream-driven goal connects everyday effort to something bigger, a vision of what could be possible.

For example, John F. Kennedy’s famous “moonshot” speech in 1962 was not SMART in the traditional sense. He didn’t talk about project deadlines or measurable milestones. Instead, he set a dream: “We choose to go to the moon.” That dream mobilized an entire nation and inspired a generation of scientists and engineers.

In practical terms, a dream-driven goal asks: “Why does this matter to me?” Without a dream, even the most measurable target feels empty. With a dream, even difficult challenges can become motivating.

2. Uplifting

A goal should give you energy, not drain it. If pursuing a goal feels like a burden, chances are you’ll abandon it. DUMB goals emphasize that objectives should be uplifting. They should make you feel better about yourself and your future.

This doesn’t mean goals should always be easy or pleasant. Some goals require sacrifice and hard work. But even tough goals should feel worth it. For instance, training for a marathon is exhausting, but for many people it is uplifting because it connects them to a sense of achievement, health, or community.

In an organizational context, uplifting goals help align teams by inspiring them with a shared purpose rather than just tasks. Instead of “increase sales by 10%,” an uplifting framing might be “help more customers access solutions that improve their daily lives.” The numbers still matter, but the motivation comes from meaning.

3. Method-friendly

Dreams and inspiration alone are not enough. A DUMB goal also needs to be method-friendly and supported by a system or process that makes it achievable. This is where DUMB connects back to SMART.

A method-friendly goal ensures that the journey is manageable. It includes tools, resources, and step-by-step actions that support progress. For example:

Creating a weekly schedule for writing a book.
Using a project management tool to track team progress.
Breaking down a long-term target into smaller milestones.

Without a method, dreams stay abstract. With a method, they become actionable.

4. Behavior-driven

The last element of DUMB goals is behavior-driven. It focuses on what you actually do, not just what you plan. After all, success is shaped by habits and actions.

A behavior-driven goal asks: “What do I need to do every day to make progress?” This shift from knowledge to action is crucial. Many people know what they should do, but fail to translate that knowledge into consistent behavior.

For example, saying “I will eat healthier” is vague. A behavior-driven version might be: “I will cook dinner at home five nights per week and include vegetables in every meal.” The emphasis is on daily habits that shape outcomes.

Why DUMB goals matter today

The modern workplace is changing fast. Remote work, digital tools, and rapid innovation demand flexibility and creativity. In this environment, SMART goals alone can feel too rigid. They risk turning employees into box-checkers instead of innovators.

DUMB goals, by contrast, encourage vision, resilience, and human connection. They remind us that motivation is not just about meeting deadlines, but about pursuing dreams that matter.

In personal life, too, DUMB goals can make a difference. Consider fitness: a SMART goal might be “lose 5 kg in three months.” A DUMB goal reframes it as: “Build the energy to play with my children after work.” Both goals can coexist, but the DUMB framing adds emotional power.

Comparison between SMART and DUMB objectives. SMART goals are practical, structured, and logical, while DUMB goals are emotional, inspiring, and human-centered, combining rational planning with motivation and purpose.

Combining SMART and DUMB

It’s not a question of choosing between SMART or DUMB. The most effective goals are both structured and inspiring.

Here’s how the two can work together:

Dream-driven + Specific: Define the dream, but make it clear what you are aiming for.
Uplifting + Measurable: Track progress in a way that reminds you why it matters.
Method-friendly + Achievable/Realistic: Break the dream into steps that are practical.
Behavior-driven + Time-bound: Build daily actions into a timeline that keeps momentum.

By blending the frameworks, you get the best of both worlds: the clarity of SMART with the energy of DUMB.

Practical tips for setting DUMB goals

If you want to start applying DUMB goals in your work or personal life, here are some practical steps:

Write down your dream. Don’t worry about whether it’s realistic at first, just clarify what excites you.
Ask yourself if it’s uplifting. Does the goal give you energy? If not, adjust it until it does.
Design the method. Choose tools, systems, or routines that make progress easier.
Translate into behaviors. Define daily or weekly actions that will keep you moving forward.
Check alignment with SMART. Once you have your DUMB framework, ensure it’s still specific, measurable, and time-bound.

Examples of DUMB + SMART in action

Career development
- SMART: “Complete an online leadership course within six months.”
- DUMB: “Become the kind of leader who inspires and supports others.”
- Integration: Daily practice of active listening with team members while tracking progress in the course.
Health and fitness
- SMART: “Go to the gym three times per week for the next 12 weeks.”
- DUMB: “Build the strength and energy to live fully and confidently.”
- Integration: Log gym sessions while reflecting weekly on how energy levels improve.
Business growth
- SMART: “Increase quarterly revenue by 15%.”
- DUMB: “Expand the business so we can create more opportunities for people and communities.”
- Integration: Track revenue while also celebrating stories of how new clients are positively impacted.

Final reflections

SMART goals help us stay accountable. They are practical, measurable, and realistic. But they are not enough on their own. Without dreams and inspiration, they can become soulless checklists.

DUMB goals remind us that human beings are not machines. We need meaning, hope, and energy. By being dream-driven, uplifting, method-friendly, and behavior-driven, DUMB goals give life to the structure that SMART provides.

The real power comes when we combine the two. When a goal is both SMART and DUMB, it is clear, achievable, and inspiring. It keeps us disciplined while also reminding us why the effort matters.

So next time you sit down to write your goals, ask not only: “Is this SMART?” but also: “Is this DUMB enough to excite me?” Because in the long run, the goals we achieve are the ones that keep us both accountable and inspired.

At NETO Innovation, we believe that true productivity comes from balance where clear objectives meet purpose and wellbeing. If this reflection on goal setting inspired you, we invite you to follow us on LinkedIn for more insights on innovation, leadership, and sustainable growth. Join the conversation and help us shape a more mindful approach to achieving impact.