SMART Versus DUMB Criteria


The intent here is to illustrate the difference between clear, or SMART (Specific, Measurable, Adjustable, Relevant, and Time-based) definitions and criteria contrasted with unclear or DUMB (ie, Dull, Ubiquitous, Myopic, and Broad) definitions and criteria.

An Unclear Business Definition
(Example of DUMB Customer ID)

“The ID of the customer”

A Clear Business Definition
(Example of SMART Customer ID)

“A twelve character code that uniquely identifies a customer for our business.  The code will be displayed on all customer shipments and invoices.  Customers and customer service representatives use this code to resolve shipping or invoicing issues.  Finance uses this code to track customer sales performance.  Marketing uses this code for determining customer segment and group performance.  Sales uses this code to identify products purchases by customer.”

The code consists of the following:

  • Character One—either the letter “I” for customers internal to the company or the letter “E” for customers external to the company
  • Character Two—either the letter “U” for United States customers or the the letter “M” for multi-national customers without corporate headquarters in the United States
  • Characters Three and Four—two letter state code for the United States, Canada, and Mexico or two letter country code for other countries
  • Characters Five through Ten—system-generated numeric ID that is to unique to each customer
  • Characters Eleven and Twelve—system generated numeric ID that is unique to each customer distribution center

Let us know what you think by commenting below. For additional methodology and team-based meeting support for your change initiative, refer to “Change or Die, a Business Process Improvement Manual” for much of the support you might need.

Become Part of the Solution, Improve Your Facilitation Skills

The FAST curriculum on Professional Facilitation Skills details the responsibilities and dynamics mentioned above. Remember, nobody is smarter than everybody, so consult your FAST Facilitator Reference Manual or attend a FAST professional facilitative leadership training workshop offered around the world (see MG Rush for a current schedule — an excellent way to earn 40 PDUs from PMI, CDUs from IIBA, or CEUs).

Do not forget to order Change or Die if you’re working on a business process improvement project. It provides detailed workshop agendas and detailed tools to make your role easier and your team’s performance a lot more effective—daring you to embrace the will, wisdom, and activities that amplify a facilitative leader.

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About Facilitation Instructor
President of Morgan Madison & Company, through professional and academic endeavors, Terrence has focused on improving group decision-making quality. His experience has proven that: 1. Evidence-based information assures higher quality decisions. 2. Properly managed conflict, provides groups with more “options” to consider —
 and groups with more options have been proven to make higher quality decisions. With a Baccalaureate in Science from Northwestern University (Evanston, IL) and a MBA from NWU’s Kellogg School of Management, Metz’s core competency has focused on rhetoric: the process of adjusting ideas to people and people to ideas. He is a founding principal partner and president at MG RUSH and a certified Six Sigma Green Belt® from Motorola University. CRC Press, part of Taylor and Francis, publishers since 1798, published his recent book, “Change or Die: Business Process Improvement Manual”. Terrence introduced the concept of holism to the field of structured facilitation as a method for keeping discussions on target and aligning deliverables within and throughout an enterprise. As a public speaker and instructor, he strives to reduce ‘noise’ and ‘distractions’ so that groups and teams can be more successful. Terrence is passionate about using and teaching the FAST Facilitation technique so that people and teams make more informed decisions. He made the FAST technique more robust by adding and enhancing decision-making tools such as PowerBalls and the FAST quantitative SWOT technique that is used worldwide by Fortune 1000 companies. Since 1999, Terrence has taught over three hundred classes.

23 Responses to SMART Versus DUMB Criteria

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