How do you think about goal-setting for yourself and your company?

Many people start with trying to make objectives and goals SMART, which is good for ensuring the goal is clearly defined and communicated. However, I think it is more important to start with "WHY". Starting with the why creates a sense of purpose to inspire people to get behind a goal or objective. Once you can communicate why something is important, you can then move into the how and what criteria that make up a SMART objective. If you want to learn more about starting with why I would recommend Simon Sinek's book, Start With Why.