As an outdoor industry entrepreneur, you’ve probably heard the mantra: "Set S.M.A.R.T. goals!" The idea is to make goals Specific, Measurable, Achievable, Relevant, and Time-bound. On paper, it makes sense. S.M.A.R.T. goals provide structure and clarity, but here’s the truth: they’re also limiting your potential.
If you want your brand to break boundaries, grow beyond expectations, and truly connect with the outdoor community, it's time to rethink this rigid framework.
The Problem with S.M.A.R.T. Goals
1. They Anchor You to “Achievable” Instead of Aspirational
The "A" in S.M.A.R.T. stands for Achievable, which sounds reasonable—but it often creates a mental ceiling. In the outdoor industry, where innovation and passion drive success, aiming only for what’s “achievable” prevents you from dreaming big.
For example, if Patagonia had stuck to "achievable" goals, they might never have introduced initiatives like their Worn Wear program, which revolutionized sustainable outdoor gear consumption.
2. They Ignore the Wild Nature of the Outdoors (and Business)
The outdoor industry thrives on unpredictability. Weather changes, consumer trends evolve, and a single viral moment can redefine your brand overnight. S.M.A.R.T. goals, with their rigid timelines and measurable metrics, can make you blind to unexpected opportunities.
Imagine an angler-focused startup setting a one-year goal to sell X number of fishing rods—but mid-year, a surge in interest for fly-fishing presents a chance to pivot and dominate a new niche. S.M.A.R.T. goals might discourage that leap.
3. They’re Too Linear for a Nonlinear World
Growth in the outdoor industry isn’t a straight path. Your customers—hunters, hikers, and anglers—value authenticity, innovation, and passion over hitting predictable benchmarks. S.M.A.R.T. goals encourage you to think in small, incremental steps when what you might need is a bold leap, like launching a content platform or hosting a viral event.
What to Do Instead
If S.M.A.R.T. goals are holding you back, what’s the alternative? Here’s a framework more aligned with the outdoor industry's ethos:
Set “Wild” Goals
Let your goals reflect the adventurous spirit of your brand. Dream big. Instead of "Increase revenue by 10% this year," try "Expand into three new outdoor niches within two years." Wild goals inspire passion and creativity, giving your team a rallying cry.
Introducing W.I.L.D. Goals
It’s time to leave behind the constraints of S.M.A.R.T. goals and embrace a framework that aligns with the bold, adventurous nature of the outdoor industry. Enter W.I.L.D. goals:
- W – Wide-reaching: Aim for goals that expand your impact and influence across markets, communities, or industries. Think beyond the immediate and envision how far your brand can go.
- I – Inspirational: Set goals that ignite passion and creativity in your team and your audience. Your goals should make people excited to be a part of the journey.
- L – Limitless: Remove ceilings on what’s "achievable" and embrace ambitious targets that challenge you to think bigger.
- D – Dynamic: Stay adaptable and responsive to change, allowing your goals to evolve as new opportunities arise.
Here’s how to take W.I.L.D. goals from theory to practice
Focus on Purpose, Not Just Metrics
Outdoor brands thrive when they connect deeply with their customers. Instead of obsessing over short-term results, ask: “How can we serve our community better?” For example, if you're a small outdoor retailer, the purpose might be "Introduce five new sustainable products to our lineup."
Adapt, Don’t Anchor
Build flexibility into your planning. Set long-term visions and make room to adjust based on trends, customer feedback, and unexpected opportunities. In this industry, agility is as important as strategy
Think Beyond the Obvious
Instead of saying, "Increase social media followers by 10% this quarter," try something Wide-reaching, like "Engage with new audiences in untapped outdoor niches."
Inspire Your Team and Audience
Replace “Launch three new products this year” with Inspirational goals like "Create gear that inspires 1,000 new anglers to try fly fishing."
Challenge Your Limits
Swap “Increase revenue by 5%” with Limitless goals such as "Develop a campaign that becomes the next viral outdoor trend."
Stay Open to Change
Build Dynamic goals like "Adjust focus mid-campaign to double down on what works," so your team can adapt to real-time feedback.
S.M.A.R.T. goals might work for industries where predictability reigns, but outdoor brands need something different. We’re an industry built on adventure, bold moves, and a love for the unexpected. So why limit ourselves with rigid frameworks?
Ditch S.M.A.R.T. goals and embrace a mindset that allows your brand to dream, adapt, and thrive in the wild. After all, isn’t that what the great outdoors is all about?
Ready to transform your outdoor lifestyle brand? List your outdoor business in the OutdoorBrandsHub.com directory and begin mapping your growth journey today.