If your business keeps missing the mark, it’s probably not because you’re lazy. It’s because your goals suck.
Most businesses fail, and not because the owner isn’t working hard enough. They fail because their goals are vague, misaligned, or downright meaningless. When we set random, idealized targets—“I want to make a million dollars” or “I want to be the best in my industry”—without a strategy or connection to present actions, we set ourselves up for disappointment.
Good goals aren’t just about wishful thinking. They’re about structure, values, and belief. As Richard Rumelt argues in Good Strategy Bad Strategy, a goal without a real strategy isn’t a goal at all—it’s a wish. And wishes don’t build businesses, as hopeful as they make us feel.
Let’s fix that.
Picture this: You decide you want to “grow your business.” Cool. But what does that actually mean? More revenue? More clients? Better operations? Without specifics, you’re just throwing a dart in the dark and hoping it lands somewhere good.
Here’s what happens when goals are vague or unrealistic, maybe you see some of this in your life:
Rumelt’s Good Strategy Bad Strategy breaks good goals down into three key things:
Let’s take an example:
Bad goal: “I want to be a million-dollar business.”
Better goal: “We will increase our revenue by 30% next year by expanding our high-ticket services and increasing customer retention.”
The difference? The second one is clear, measurable, and actionable. It gives you something to do today other than sit there hoping your scattered actions work.
When you sit down and diagnose what is really challenging your business right now, try to be as specific as possible. Don’t say, “Our sales team sucks”, really diagnose why the numbers are low. Are they motivated, are they sending their emails every day, do you really give them enough material to suppport growth? By being as introspective as possible on the diagnosis, you can help yourself create the goal or action as a follow up.
If your goal doesn’t align with what you stand for, you’ll never commit to it. Ask yourself:
If your business is built on quality, but your goal is to scale at any cost, you’ll create internal friction that slows you down. Align your goals with your values.
If your goal is “Get more clients,” break it down:
Instead of vague wishes, give yourself numbers, deadlines, and clear next steps.
A goal you don’t see is a goal you forget. Write them down, track your progress, and tweak them as needed. No plan survives first contact with reality, so be willing to adjust without abandoning ship.
Every business has infinite things they could do, but only a few things that actually move the needle. The best businesses don’t just set good goals—they ruthlessly cut out distractions. If a goal doesn’t serve your long-term vision, drop it.
Your business isn’t failing because you’re lazy. It’s failing because your goals aren’t structured for success. Define them clearly, align them with your values, and create a plan that turns today’s actions into tomorrow’s success.
Or, you know—keep hoping for that million-dollar miracle. Let us know how that works out. 😉
