When Goal Setting Backfires
And what to do instead...
We’ve all been taught that success starts with setting clear goals. The more specific, the better — right? But what if the way we’ve been taught to set goals is actually undermining our performance, our integrity, and our growth?
After more than two decades coaching high performers, I’ve seen that traditional goal setting often backfires. Yes, numbers matter — but they’re not the whole story.
Here’s the trap: When we focus only on quantitative outcomes (like revenue or client acquisition), we risk three things:
Undershooting our potential — because we stop once we hit the number.
I’ve run many marathons and ultramarathons — and once I cross that finish line, I’m done. That’s how hard numerical goals can affect us.
Giving up — because we predict we'll never hit that number
When a target goal feels out of reach, we can lose motivation and just run out of steam.
Losing track of what really matters in the process — by cutting corners, burning out, or ignoring what really drives long-term success.
Poorly conceived revenue targets are notorious for incentivizing salespeople to mislead and overpromise, leading to refunds, profit-consuming change orders, reputational damage, and all-around misery.
To avoid these pitfalls, I created the 4D Goal Model — a two-by-two matrix that helps you set goals in four dimensions:
Quantitative Outcome – What you want to achieve (e.g., $300K in new revenue). You can think of this as the numbers you're chasing.
Quantitative Process – What actions you control (e.g., 30 cold calls/day). This is the things you're doing to attain those numbers.
Qualitative Process – The qualities you bring (e.g., resilience, curiosity). This is the way you're acting that optimizes the things you're doing.
Qualitative Outcome – Who you become (e.g., trusted advisor, confident leader). These are the capacities and qualities you want to develop and embody on your journey to attain the numbers you're chasing.
This model keeps you grounded and motivated — even when external results fluctuate. It helps you focus not just on what you’re getting, but also on how you’re growing.
🎥 I break it all down in this 7-minute video.
If you’re a leader, coach, or high performer who wants to set goals that fuel growth (not stress), this video is for you.
If it resonates, I’d love to hear how you’re applying these ideas with your team.
And if you’d like my support in leading your team with calm, clarity, and courage, let’s talk. Grab a Discovery Call at HowieJacobson.com
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