Why You Shouldn’t Set Goals (But Why You Really Should)

In a world obsessed with achieving bigger, better, and faster, the idea of setting goals has become almost sacred. Everyone talks about their revenue targets, how big they want their team to get, or the dream life they are working towards — but how many fantasise about these outcomes without a plan to achieve them? What if goal setting was actually holding you back?

The Problem with Goal Setting

For many trade and construction business owners, setting goals often feels more like an anchor than a blueprint for success. Here’s why:

1. Goals Can Be Restrictive
   When you set rigid goals, they come with fixed timelines and expectations. The trade and construction industry is unpredictable. Project delays, supply chain issues, and market changes can make these goals feel like you’re stuck on a treadmill, running but not getting anywhere. By focusing too narrowly on one outcome, you may miss opportunities that come up outside of that!
2. The Pressure to Achieve
   Chasing specific goals can create unnecessary stress. When all your focus is on hitting targets, it’s easy to forget the bigger picture and neglect other important business factors like strengthening client relationships or improving team culture. Over time, this single-minded pursuit can lead to burnout and poor decision-making.
3. A False Sense of Accomplishment
   Achieving a goal doesn’t always equal progress. Landing a major project might seem like a win, but if it stretches your resources too thin or disrupts workflow, it can do more harm than good. Goals should serve your business, not the other way around.

What’s the Alternative?

If goals aren’t always the answer, what’s the solution? Focus on systems and processes instead. These build a strong foundation for growth without the limitations of fixed targets.

1. Focus on Continuous Improvement
   Rather than chasing one big win, aim for daily improvements in areas like operations, communication, or customer service. Consistent, incremental growth often will lead to better results than setting strict milestones.
2. Trust the Process, Not the Outcome
   Refining your systems—such as lead generation or staff training—will naturally lead to better outcomes. Success often stems from sustained effort over time rather than obsessing over hitting a specific target.
3. Be Adaptable
   The best business owners are flexible and adjust as they go. As Heraclitus said, “The only constant in life is change.” If a goal no longer aligns with your business needs, pivot. The ability to adapt is often more valuable than rigidly pursuing an outdated objective.

Why You Still Need Goals

Here’s the twist: While goals can have some challenges, they remain essential for business success when used correctly.

1. Goals Provide Direction
   Without goals, your business risks feeling aimless. They give you a clear vision of where you want to go, ensuring your efforts are focused and meaningful.
2. Measure Progress
   Goals act as benchmarks. Even if they evolve, having targets helps you assess areas of improvement and track your growth.
3. Increase Accountability
   Clear targets hold you and your team accountable. They offer moments to celebrate achievements while highlighting areas that need attention.
4. Inspire Growth
   Stretch goals push you beyond your comfort zone, they encourage innovation, challenge your and your team and motivate you to take calculated risks. Without them, your business could stagnate.

Conclusion: Set Goals, But Don’t Let Them Rule You

The message isn’t to abandon goals but to use them as one of many tools. Combine goal setting with a strong focus on systems, flexibility, and consistent improvement. Goals should evolve with your business and act as a guide, not a constraint.

Set goals with purpose, but don’t be afraid to pivot. Sometimes, the best opportunities come from being adaptable rather than relentlessly chasing a fixed outcome.