Define the outcome
People need a picture clear enough that they can recognise success in the same way.
Choose evidence
A measure does not have to be complicated. It has to tell the team whether the intended change is happening.
Use a date
A deadline creates trade-offs. It forces priorities to compete in the open instead of quietly accumulating.
Repeat the right activity
Results rarely come from one heroic action. They come from a sequence that can be repeated, inspected and improved.
If a goal does not alter the calendar, it is probably still a wish.