Specific: The goal should be clear, precise and easily understandable. It should answer the questions who, what, where, when, which, and why. Measurable: The goal should be quantifiable to track progress and confirm when the goal has been achieved. Achievable: The goal should be realistic and attainable, not something that's out of reach. Relevant: The goal should align with other business objectives to support the overall strategic plan. Time-bound: The goal should have a defined timeline that includes a start and end date. Here are two general examples of SMART goals for Apple