This chapter presents the traditional guidance for goal-setting, namely the use of SMART goals and the need to situate these early on in the coaching process. It provides a summary of how understanding and acceptance of goal-setting has started to move away from the traditional approach. The chapter explains an identification and description of the salient factors at play – the goal, the client, the coach, the organisational sponsor and the environment – in order to raise awareness of the nuances of goal-setting in the coaching context. It discusses a broadening of the two concepts of traditional goal-setting to encourage flexibility, sophistication and thoughtfulness in coaching practice. Professional bodies are revising competencies for coaching practitioners; for example, replacing the competency of Planning and Goal-Setting with Facilitating Client Growth. Clients are all individuals with their own idiosyncratic preferences and characteristics. Client self-awareness of their competence is likely to play a part in the level of stretch that they set.