Here’s an acronym I love: SMART. Specific, Measurable, Achievable, Realistic, Time-bound
Specific: The basics of marketing mean that you know what, when, how, why, and where you’re looking for customers.
Measurable: can you measure this specificity? The best, most successful people I’ve seen are able to tie their successes back to ROI of some sort. The definition of ROI is hinged on specifics – what’s the story you’re trying to tell, and how does that matter to your bottom line?
Achievable & Realistic: these two are connected, but not quite the same. Achievable is an aspiration model – are you a Babe Ruth? Realistically, are you a AA pitcher?
Time-bound: I find this often in client work – a project should have time limits and you’re only protecting (and protected by) making sure a project has time limits.