Over the past 40 years in business, I’ve seen countless entrepreneurs set ambitious goals, only to find themselves frustrated, burned out, and no closer to the success they envisioned. The problem isn’t a lack of drive or capability — it’s often that they’re chasing the wrong goals entirely.
In this article, I’ll challenge the conventional wisdom around goal-setting and reveal why some well-intentioned goals might actually be sabotaging your business growth. I’ll also share a more effective approach to setting objectives that truly serve your unique vision of success.
The Trap of SMART Goals
You’ve likely heard of SMART goals – the ubiquitous framework encouraging objectives that are Specific, Measurable, Achievable, Relevant, and Time-bound. While this structure can be useful in some contexts, I’ve found that rigidly adhering to SMART criteria often leads entrepreneurs astray.
The problem is that SMART goals prioritize easy measurement over meaningful impact. We end up setting targets that fit neatly into spreadsheets but fail to inspire us or drive real progress in our businesses.
For example, many business owners default to revenue goals because they’re easy to quantify and track. But if increasing your income isn’t genuinely motivating to you, that financial target becomes an empty exercise that does little to propel your business forward.
Aligning Goals with Your Definition of Success
The key to setting truly effective goals is first getting crystal clear on what success means to you personally. This sounds simple but can be surprisingly challenging. We’re bombarded with external definitions of success from society, family, and even pop culture depictions of business. It takes intentional reflection to uncover what truly matters to you at this stage of your life and career.
I once worked with an attorney who believed being a top litigator was the pinnacle of success in her field. But after some soul-searching, she realized that definition didn’t align with her values or desired lifestyle at all. By reframing her goals around the impact she wanted to make rather than chasing courtroom glory, she found renewed passion and purpose in her work.
Your unique vision of success should be the north star guiding all of your business goals. And it’s important to revisit this vision regularly, as what defines success for you will likely evolve over time.
Setting Goals That Motivate and Inspire
Once you’re clear on what success looks like for you, it’s time to set goals that will genuinely drive you toward that vision. Here are some key principles to keep in mind:
- Prioritize motivation over measurement — While your goals should be trackable in some way, don’t sacrifice inspiration for the sake of easy quantification. Get creative in how you measure progress toward the outcomes that truly matter to you.
- Focus on the journey, not just the destination — A good goal should energize and fulfill you in the pursuit, not just upon achievement. If the path to reaching your goal makes you miserable, it’s time to re-evaluate.
- Embrace flexibility — Be willing to adjust your goals as circumstances change or you gain new insights. Rigid adherence to outdated objectives serves no one.
- Consider impact-driven goals — For many entrepreneurs, setting goals around the impact they want to make can be far more motivating than purely financial targets.
Align with your values — Ensure your goals reflect and reinforce your core values, both personal and professional.
A Real-World Example of Transformative Goal-Setting
To illustrate the power of this approach, let me share a brief case study.
I worked with a client who had always set ambitious revenue goals for her business because that’s what she thought successful entrepreneurs were supposed to do. But she consistently fell short and felt perpetually stressed and unfulfilled.
When we dug deeper, we realized that financial gain wasn’t actually her primary motivator. What truly lit her up was the impact she made on her clients’ lives. So we shifted her goals to focus on meaningful client interactions and transformative outcomes.
The result? Not only did she feel more energized and purposeful in her work, but her revenue actually increased significantly — far surpassing her previous financial targets. By aligning her goals with her authentic definition of success, she unlocked both greater fulfillment and improved business performance.
Reassessing Your Goals for Maximum Impact
I encourage you to take a hard look at your current business goals.
Are they truly serving your vision of success? Do they motivate and inspire you? Or are you simply chasing targets because you think you’re “supposed to”?
Remember, there’s no one-size-fits-all approach to goal-setting. The most effective goals are those that resonate deeply with you and propel you toward your unique version of a thriving business and fulfilling life.
Want to dive deeper into this topic and learn how to set goals that will truly transform your business?
Listen to this episode of The Business You Really Want podcast, where co-host Tonya Kubo and I explore this subject in much greater depth. You can find us on your favorite podcast player or watch the video version on YouTube.
Let’s redefine success on your terms and set goals that actually get you there. Your business – and your life – will thank you for it.
And if you’re interested in the true accountability process practiced by the Everyday Effectiveness team internally and in partnership with our clients, join the Weekly Course of Action waitlist. Enrollment opens in January, April, July, and October each year.
About Your Hosts
Gwen Bortner has spent four decades advising executives and entrepreneurs in 45+ industries. She helps women succeed in business without sacrificing happiness by identifying their true desires and aligning their business functions. She spots overlooked bottlenecks and crafts efficient plans toward sustainable success that center your values and priorities. Known for her unique approach to problem-solving and accountability through the G.E.A.R.S. framework, Gwen empowers clients to achieve their definition of success without sacrificing what matters most.
Tonya Kubo is a marketing strategist and community builder who helps entrepreneurs build thriving online communities. As co-host of The Business You Really Want and Chief Marketing and Operations Officer (CMOO) at Everyday Effectiveness, she keeps conversations on track and ensures complex business concepts are accessible to everyone. A master facilitator with 18+ years of experience in online community building, Tonya takes a people-first approach to marketing and centers the human experience in all she does.
