You Don’t Need Bigger Goals. You Need Truer Ones.
Gently & powerfully walking through your expansion portal.
Business goals have become one of those things we feel like we have to do.
A number.
A client count.
A revenue marker.
We pick a target - maybe from intuition, maybe from a string of calculations, maybe from a mix of both. And we call it “the goal.” We’re told this is how we move forward. And often, it is.
I love a good target. I love mapping out numbers and reverse-engineering the steps to make something real. And if that’s your jam, by all means - set that goal, make that spreadsheet, let your brilliance go to work.
But sometimes, these numbers start to float.
Detached from desire.
Disembodied from our actual lives.
They stare back at us like silent judges on a screen we don’t want to open anymore.
This post is for the ones who have felt that disconnect.
Who’ve looked at their business goals and thought: That’s not even what I want right now. Not really.
Here’s how I approach business goals differently (and continue to refine the process) - and how you can begin to set targets that actually fit your life, energy, and current season.
Start With Your Life, Not Your Launch Plan
If your business goals are making you anxious, foggy, or flat-out avoidant, it might be because you’re building them from the wrong starting point.
Most of us start with the business. We ask:
- How much money do I want to make?
- How many clients do I need to bring in?
- What should I launch this quarter?
But when we start from the business without looking at the whole of our life, we create a container that doesn’t hold the reality of our energy, our values, or our actual needs.
Instead, try starting with your life.
- How do you want to feel this year?
- How do you want to move through your weeks?
- What’s going on in your body, your family, your home, your soul?
Business should support that, not ignore that or, worse, pull against it.
When you zoom out far enough, you can actually see what role you want work to play in your life, not what role the industry says it “should” play.
And once you name that, you can start designing a business model and goal structure that honors it.
My Real-Life Example
I actually love working. I'm lit up by the work I do. And in a different season, I’d happily spend 30+ hours a week deep in client projects, writing, building, creating.
But right now, with two little ones growing up so fast, I don’t want that. I want flexibility. Room for park mornings, toddler giggles, mid-afternoon ice cream runs, and treasure hunting at the thrift store.
And so instead of chasing a big client roster or high-volume growth this season, I’m staying small on purpose.
I recently wrapped up with a client and am only planning to take on one founder at a time for the next few months, because the life I want right now doesn’t require expansion - it requires space.
Interestingly, when I got honest with myself, I realized I didn’t actually need to increase revenue to feel more financially spacious - I could reduce my business expenses and childcare costs by being home with my youngest a little more often. That one adjustment helped everything click.
But I never would’ve seen that if I’d only looked at the business in isolation. I had to zoom out and ask:
What’s the full picture here?
What does success look like to me in this season?
What am I building toward, and what am I not willing to sacrifice to get there?
Ambition Isn’t the Problem - Misalignment Is
Let me be clear: I have big dreams.
I plan to circulate wealth.
To invest in land and community and systems of care.
To do meaningful, powerful work in Ghana (my parents’ home country).
And I will.
But big vision doesn’t mean every season has to be a stretch season.
Sometimes, your business goal is one deep client.
Sometimes, it’s rest.
Sometimes, it’s setting up structure now so that growth later doesn’t break you.
There is wisdom in going slow. There is power in simplifying. There is sovereignty in saying, “This is what I can hold right now - and I trust it’s enough.”
(And there is wisdom in listening when your soul is ready to tear into life and ferociously tackle a big, hairy, audacious goal!).
Questions to Guide You
When you’re rethinking your business goals, don’t start with what you “should” want. Start with what you actually need.
Here are a few questions that might help you tune in:
- What season of life am I in right now?
- How do I want my business to feel on a daily basis?
- What is the bare minimum I need to feel supported?
- What kind of capacity do I actually have for clients, visibility, delivery, etc.?
- If I already had what I desired, how would I structure my business?
- What would enough look like this quarter?
You don’t have to know all the answers right now. Just stay with the questions. Let them guide you back to what matters.
Final Thoughts
Yes - set goals.
Yes - track your numbers.
Yes - plan for growth, if it’s what you desire.
But don’t forget to start from you.
From your body. From your time. From your truest longings.
Let your life shape your business goals, not the other way around.
And if you want support building a strategy and structure that aligns with your energy, your season, and your soul - this is exactly the kind of work I do with clients.
I’m currently open to partnering with one founder over the next six months. If you’re craving clarity, refinement, and support as you scale in a way that feels truly good, you can learn more here.
You don’t have to chase goals that drain you.
You can build goals that hold you.
Let’s architect the next level - on your terms.
In service,
If this transmission stirred something in you, there’s more where that came from.
I write love letters for the femme founder wanting to build her business empire with clarity, precision and clarity.
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