Why “DUMB” Goals Might Save Your Culture (and Outperform SMART Ones)

Target your dreams with dumb goals, not just the everyday with smart goals. Achieve beyond the normal.

For decades, we’ve been told to write SMART goals—Specific, Measurable, Achievable, Realistic, and Time-bound. They’re neat, tidy, and easy to tick off.

But here’s the problem: they’re also uninspiring.

If we’re going to lead cultures that truly thrive—ones that are purpose-driven and high-performing—we need to set goals that speak to something bigger than checkboxes. We need goals that excite people, stretch their thinking, and align with their sense of purpose.

That’s where DUMB goals come in.

What Are DUMB Goals?

DUMB stands for:

• Dream-Driven

• Uplifting

• Method-Friendly

• Behaviour-Triggered

These goals are not about playing small or staying safe. They’re about energizing people to believe in something worth fighting for.

Let’s break this down.

1. Dream-Driven: Vision Beyond the Spreadsheet

Most organisations make the mistake of starting with what’s achievable. DUMB goals flip that. You start with what would be amazing if it were possible. What would make your team wake up inspired?

When President Kennedy said, “We choose to go to the moon”, that was a DUMB goal. It wasn’t realistic or immediately achievable—but it created a tidal wave of innovation and unity.

Start with the dream. Then reverse-engineer how to get there.

2. Uplifting: People Need to Feel It

DUMB goals should stir emotion. They should be something people want to tell their friends and families about—not because they were told to care, but because they genuinely believe in it.

One example from my own experience: when our pharma team rallied around the purpose of “An Unstoppable Drive to Restore People’s Lives”, it became more than just a slogan. We set goals that helped people return to normal life after illness. That’s uplifting. That’s meaningful. That gets people going.

3. Method-Friendly: Empower Your People

DUMB goals allow flexibility in the “how.” Unlike rigid SMART goals that can limit creative thinking, DUMB goals trust your team to find innovative pathways to success.

This doesn’t mean “do whatever you want.” It means empowering people to innovate, collaborate, and course-correct without micromanagement.

4. Behaviour-Triggered: Make It Real Every Day

This might be the most powerful part. A DUMB goal should influence daily behaviours. Not just during performance reviews or board presentations—but in the meetings, the decisions, the hallway conversations.

Ask yourself: Are people behaving in ways that move us toward this goal—even when no one’s watching?

When your goals shape culture, you’re onto something real.

Why DUMB Goals Work Better in Purpose-Driven Cultures

DUMB goals align beautifully with purpose. When people have a compelling “why,” they need goals that give them a compelling “what.”

Instead of small, incremental improvements, they aim for transformation. They innovate. They collaborate. They rise to the challenge.

Final Thought: Set Goals Worth Caring About

If you want an average year, write SMART goals.

If you want a breakthrough year, one that redefines your team, culture, and impact—go DUMB.

Set goals that are brave, bold, and utterly worth the effort. Because if you’re going to pour your energy into something, it might as well matter.

Let’s stop playing small. Let’s go DUMB.