Goals: SMART and meaningful

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• There's a credible path from here to there, even if stretched

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• Specific, Measurable, Achievable, Relevant, Time-bound (Doran 1981)

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• Has a number or yes/no you can check at the end

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• Serves a named role and value, not just looks like a goal

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• Collins/Porras: 10-30-year goal that galvanizes effort across years

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