It’s easy, we’ve been told:

1. Set the goal.
2. Break it into steps.
3. Stick to the plan.
4. Success will follow.

Except real life doesn’t work that way.

Most goal-setting models are built, as if for machines, not people, with the following assumptions:

• That clarity is already present.
• That will power alone is enough.
• That your understand how you’re motivated to act
• That your life, energy, and context stay the same.

But here’s the reality:

• You pursued a goal that sounded right — but wasn’t actually yours.
• You lost momentum, not because you were lazy, but because you were really out of alignment
• You stuck to the plan, because what your gut was telling you, was a truth you weren’t prepared to hear
• You felt guilt, not realizing, you weren’t failing, but you were forcing, and hammering home a point never brings satisfactory results

Setting and achieving goals is not ever clean, because the transformation required, to adopt new behaviours, influence mindset, and maintain focus despite distraction, is messy.

This is true in marketing too. Just like with goal-setting, strategy falls apart in the absence of clarity. Here’s what I mean:

• Getting more leads won’t help if you’re not attracting the right ones — the people who actually align with your vision and your solution.
• And even if you are attracting them, they won’t buy if your conversion path is unclear.
• Every message across every touchpoint must serve a purpose. Without purpose, you’re just teaching people that you’re not serious.
• And lowering your prices? That won’t save you. It’s not a pricing issue — it’s a positioning issue.

Where has it been confusing for you? Perhaps you’ve been pursuing a goal for a long time, or trying to get traction on a strategy without success? Let’s talk