CERTIFIED COACHING ON THE LOOKOUT! HONESTLY, FFS.

Got this from an organisation asking if I could help their business leader. These are the ‘SMART goals’ set by their CERTIFIED coach.

I read it once. Confused. Read it again. Still confused. Read it the third time...

Can I help? Well, I can certainly try... but why does it feel more like a maybe than a definitely?

And then it hit me...

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Here’s what I received. What do you think? Maybe it makes sense to you?

"These are the SMART goals identified with the support from one of our certified coaches:

Goal:

Specific (S):

Within 6 months, I will create and implement a scalable business model that allows revenue and client growth without a significant increase in workload.

Measurable (M):

Implement at least 1 automation process to streamline key operations.

Establish a client database with a clear management and categorisation system.

Launch at least one scalable product or service.

Achievable (A):

I will take a step-by-step approach, leveraging available tools and outsourcing certain tasks when necessary to focus on strategic growth.

Relevant (R):

This goal will help reduce the daily workload while increasing revenue without the need for continuous client acquisition or individual work.

Time-bound (T):

Within 6 months, I will have a functional, scalable model with initial results. I will track my progress monthly and adjust my strategy if needed.

Do you think you could help this person navigate those goals?"

ANY THOUGHTS? SOMETHING YOU FOUND "MILDLY CURIOUS"? NOTHING? ANYTHING?

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TAH-DAH! SOLVING THE PUZZLE:

People say that having a solid business background isn’t necessary for a business coach. True. However, knowing how to set objectives and knowing the difference between goals and objectives are definitely part of a coach's role profile.

THE ILLUSION OF STRUCTURE

They’ve created a structured-looking mess. The SMART format makes it appear logical, but it actually obscures clarity instead of providing it. It's like disguising chaos in 'organised' colours.

IT'S A SELF-DEFEATING PLAN

The goal is to reduce workload, but they’re about to create more work by throwing in automation, databases, and new product development all at once.

MESS PRETENDING TO BE STRATEGY

This is a textbook case of corporate-speak that looks structured but lacks substance. The so-called "SMART" goals are just vague aspirations wrapped in a framework. It’s all surface-level buzzwords with no real direction.

PROFESSIONAL IGNORANCE

Instead of using SMART to refine each clear directional objective, they just slapped a vague statement onto every letter (and, at times, not even one). SMART is a criterion that defines each objective to make it precise and actionable. Not a ‘fill in the blanks’ template.

SURFACE-LEVEL TROUBLE AHEAD

AGAIN, the focus is on multiple surface-level tactics without first finding out the root cause. (Remember my favourite 'headless chicken stuck in a hamster wheel running a rat race'? Seemingly, the poor creature is still alive and kicking.) What they actually need is a deep dive into why they’re stuck, where they’re overcomplicating things, and how to truly make their business effortless. They don’t need to just implement several surface-level solutions that don't lead to the desired goal; they need to have a strategy. Argh!

SPREADING TO THIN

It’s crucial for clients and helping professionals to remember that any engagement must focus on one specific problem for short-term engagements and one specific goal for longer-term ones. (Short engagements focus on immediate challenges, while longer-term engagements aim to achieve broader goals.) In this brief, I counted seven, in fact—each requiring its unique stream of sessions. If a client were to hire consultants, they would likely engage several experts, each focused on tackling a distinct issue. In contrast, in coaching, the power lies within the individual. A client is a single person with a one-hour session per week where they are supposed to discover solutions within themselves. If that’s not what people expect from coaching, their best bet is to hire consultants. IMHO, a 'certified coach' is expected to be aware of it.

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Altogether, it makes me wonder… how many leaders are given a so-called direction that sounds meaningful but actually leads to burnout in the best-case scenario and nowhere in the worst one.

Is it partially why coaching starts gaining such a bad reputation?

PS. For the record, goals are the “where” you want to go; objectives are the “how” you plan to get there.