SMART (specific, measurable, achievable, relevant and time-bound) is a poor starting point for setting communications objectives. It distracts people from asking the most important question of all: why are we communicating in the first place?

So what does a smarter way of approaching communications objectives look like? A technique borrowed from Toyota may form part of the answer.

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit simonbaugh.substack.com