From Rita Jenson and Therese Kiley

"If that seemed like a lot of work, it's only because it is a lot of work."
-- Rita Jenson & Therese Kiley, on the proper formulation specific, attainable, measureable goals. [_Teaching, Leading, & Learning_]

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"Unfortunately, neglecting to respond to the question, 'Why am I going to do it?' can result in specific, attainable, measurable, but meaningless objectives."