Meet SMUTTIE Goals: Designed for Business Owners, by a Business Owner

SMUTTIE Goals were developed by Kevin Riley, a four-time founder, business growth specialist, and local ActionCOACH Warwick business coach. After building and scaling multiple companies — including one that hit £20 million turnover — Kevin realised SMART goals weren’t cutting it for real-world business.

So he created SMUTTIE — a goal-setting framework that blends structure, emotion, and strategy to help business owners set goals that actually drive results.

GRowthCLUB 90 day planning warwickshire

It’s a core part of our GrowthCLUB events, where business owners across Coventry and Warwickshire come together each quarter to plan, focus, and scale.

Want to join us? Explore GrowthCLUB here.

What Does SMUTTIE Stand For?

Systemised. Measurable. Uncomfortable. Tactical. Targeted. Inspirational. Emotional.

Each part plays a role in helping you set a goal you want to hit — and actually will hit.

Let’s break it down.

S — Systemised

If your goal isn’t built into your day-to-day life, it won’t last.

Systemising your goals means:

  • Keeping them visible

  • Checking in weekly

  • Building habits that move you toward them

  • Letting go of habits that quietly hold you back

M — Measurable

We don’t just track outcomes. We track the systems and behaviours that lead to them.

Ask yourself:

  • Are my habits helping or sabotaging me?

  • Is my mindset aligned with the goal?

  • What feedback loops have I built in?

U — Uncomfortable

If your goal doesn’t scare you a little, it won’t stretch you.

Great goals feel bold. They make you sit up straighter. They demand more of you — not in a punishing way, but in a way that calls out the best in you.

T — Tactical

Every goal should be a tactical step toward your bigger vision — not just something that looks good on a planner.

SMUTTIE Goals are about creating real-life momentum in the right direction.

Ask: “Is this helping me build the business (and life) I really want?”

T — Targeted

Deadlines change everything.

When your goal has a fixed date — not just “this quarter” — your energy sharpens. You start working backwards. You stop drifting.

I — Inspirational

A good goal pulls you toward it.

If your goal is “kind of interesting,” your commitment will be “kind of average.”
Your SMUTTIE goal should light you up.

E — Emotional

The best fuel for momentum? Emotion.

Tie your goal to something personal — your children, your freedom, your purpose.
The stronger the emotional link, the more resilient you’ll be when things get tough.

Why Local Business Owners Across Coventry & Warwickshire Are Embracing SMUTTIE

SMUTTIE isn’t just a framework — it’s a shift in how you think about progress.

It works because it acknowledges:

  • That you’re human, not a robot

  • That goals are hard — and worth it

  • That emotion and execution must go hand in hand

We’ve taught the SMUTTIE method in our GrowthCLUB quarterly workshops, and it’s become a favourite tool among our local coaching clients in Warwick, Leamington Spa, Kenilworth, Banbury, and Coventry.

Want to Try SMUTTIE Goal Setting?

We’ve created a free SMUTTIE Goals Infographic you can download right now.
Use it to design your next 90-day plan or reshape a business goal you’ve been avoiding.

👇
Download the SMUTTIE Goals Framework
(Hosted on our Coaching 360 site — another one of Kevin Riley’s businesses.)

Ready to Go Further?

If you’d like guided support setting goals, reviewing your strategy, and building a plan to scale — join us at our next GrowthCLUB in Warwickshire.

You’ll leave with:

  • A full 90-day action plan

  • Clear goals based on SMUTTIE

  • New insight, accountability, and energy

Click here to learn more about GrowthCLUB.

Final Thought

Most business owners don’t need more motivation.
They need more clarity, connection, and structure.

SMUTTIE gives you all three.

Give it a try.
Make it yours.
And let your goals finally mean something.