Frame your year: how editors can plan with clarity and calm
Using SWOT and SMART goals to align action with purpose
“Strategy = aligning action with purpose.”
It’s a phrase I’ve used before, and it’s the foundation of this post – and, really, of how I think about editorial business planning.
When I worked as a group accountant for a plc, strategy and planning were part of the rhythm of the year, with spreadsheets and forecasts. And behind all that structure was a simple idea: clarity helps you make better decisions that connect with what you want to achieve.
That principle still applies when you’re a one-person business.
As editors, we don’t have departments or board packs – we have our clients, our calendars, and our mugs of tea. And we do have purpose. When we take time to align our actions with that purpose, we stop simply reacting and start running our businesses with confidence and calm.
That’s what this post is about: how to frame your year so it supports you.
What do you expect from your business? What do you want it to do for you?
This is your business’s mission. This is its purpose.
Know what you’re aiming for
What do you expect from your business? What do you want it to do for you?
This is your business’s mission. This is its purpose.
This could be: paying all your bills or supplying a second income that runs alongside a ‘day job’.
You could include scale and timescales.
Maybe you’re happy as a solo business owner or you want your business to grow until you can take on employees.
You might need to be up and running within a year or a slower burn may be possible.
Once you’ve defined your business’s mission, and you understand its purpose, planning becomes quite straightforward.
Understand where you are – your SWOT
Before you plan how to satisfy your mission, take a good look at where you are now. In the corporate world, we call this a SWOT analysis – examining your Strengths, Weaknesses, Opportunities, and Threats.
It’s a simple but powerful reflection tool for editorial professionals too.
Grab your favourite notebook (or spreadsheet!) and note:
- Strengths: What do clients love about working with you? What do you do brilliantly?
- Weaknesses: What parts of your workflow frustrate you or slow you down?
- Opportunities: Are there new services, collaborations, or sectors you could explore?
- Threats: What could derail your plans? Illness, tech issues, cashflow gaps, or too much work? (The latter would be a lovely problem, but it would still be a problem!)
This isn’t about judgement; it’s about awareness. Your strengths and opportunities are your launchpads. Your weaknesses and threats are your prompts to put better controls in place. This is where your
risk assessment will be a powerful tool.
SMART goals stop you drifting. They keep you connected to what you want – intention with practical steps.
Set your direction – SMART goals
Once you’ve reflected on where you are, it’s time to decide where you want to go.
This is where SMART goals come in – a framework that turns vague intentions into tangible, trackable actions.
- Specific – clear and focused
- Measurable – you measure your progress so you know when you’ve achieved it
- Achievable – realistic for your resources
- Relevant – aligned with your mission
- Timely – with a defined timeframe
Examples:
- Build a client base by securing two new ongoing business-book clients by June.
- Work on visibility by posting once a week on LinkedIn for three months to increase engagement.
SMART goals stop you drifting. They keep you connected to what you want – intention with practical steps.
I’ve worked with more than one definition for SMART goals. You could use Realistic instead of Relevant and Time-bound instead of Timely. The definition I’ve listed is my current favourite!
Write it down
This might sound obvious, but it’s transformative.
When I worked as an accountant, nothing was real until it was written down. A plan in someone’s head was an idea; a plan on paper was a commitment.
Writing your goals down gives them weight and direction. It also gives you a reference point to return to when the year inevitably goes off script.
You don’t need a glossy document. A simple summary of your SWOT and SMART goals is enough. The
SMART goals include key actions – the practical steps that will move you forward.
Then keep it visible. Pin it above your desk, save it on your desktop, or write it in your planner. Make it part of your business, not a secret file you never open again.
Small, steady improvements are more sustainable than sweeping resolutions.
Keep improving – the PDCA mindset
Although this post focuses on SWOT and SMART, it’s worth noting that planning isn’t a one-off exercise. It’s cyclical. You’re aiming to create a virtuous circle.
In the business world, we use the PDCA framework – Plan, Do, Check, Act – to embed continuous improvement.
For editors, this can be as simple as:
- Setting goals in January,
- Checking in quarterly (ideally with tea and biscuits),
- Adjusting what’s not working, and
- Celebrating progress before looping back to plan again.
(This last part could easily be skipped. Don’t miss it out though. Patting yourself on the back and acknowledging a success is so valuable!)
Small, steady improvements are more sustainable than sweeping resolutions.
Think like a business owner
One of the biggest shifts for many editors is realising that we’re not simply freelance editorial professionals – we’re business owners.
You don’t need a corporate strategy department to plan your year. You just need reflection, intention, and a bit of structure.
Planning like a business owner gives your work direction.
This is how you’ll achieve your business’s mission.
Remind yourself that business planning isn’t about predicting the future.
It’s about preparing for it with intention.
Final thoughts
Strategy = aligning action with purpose.
That’s the thread running through it all – from your mission to SWOT to SMART to PDCA.
Frame your year with clarity and calm.
Write your goals down.
And remind yourself that business planning isn’t about predicting the future – it’s about preparing for it with intention.
If you’d like to explore this further, I’ll be covering annual planning and practical goal setting in my Frame Yourself! business mentoring programme. It's designed for editorial professionals who want to feel calm, capable, and confident about running their businesses.
I’m running a beta programme to test my programme. The beta programme is happening right now (autumn 2025), and I’m fine-tuning as we go! This is PDCA in action. Drop me a message to join the waiting list for 2026 when I go live.
