Why Goals Matter.
Or a minute from Point A to Point B
Everything in life has a beginning and an end.
We’re born, we live, we leave.
Just a brief moment in the grand eternity.
And how we spend it - that’s on us.
Will we aim for something meaningful - raising kids, growing as humans, helping others?
Or will we drown in endless pleasure-seeking, only to realize (if we ever do) that we wasted that moment on nothing?
And by then - it’s too late.
No rewinds.
No second takes.
No “oops, let me try again.”
Entrepreneurship is an art
For me, being an entrepreneur is one of the purest forms of art.
It offers:
- self-expression,
- real impact on others’ lives,
- a chance to leave something behind.
And what do most business owners end up doing?
Surviving.
- endless to-do lists,
- soul-crushing routines,
- no time to breathe or enjoy the wins,
- that inner tiredness and regret for ever starting this whole thing.
What began as a dream becomes a hamster wheel from hell.
Recently, I had a short but gut-punching talk with a woman who runs a small flower wholesale business.
Thirty minutes, tops. While rushing somewhere.
And even in that short chat, the pain was obvious. Disappointment. Hopelessness.
"We kept trying to fix things, but always ended up right back where we started."
Of course, 30 minutes isn’t enough to unpack it all.
But one thing was crystal clear:
She had no goal.
A Goal Is More Than Just Money
Making money to support your family?
Awesome. But you don’t have to start a business to do that.
Can you earn more in business?
Sure. Just like it can wipe out everything you have.
Why do you unlock your office every morning?
To make money and to stability, your business needs a goal that goes beyond just the money.
That’s where things start to shift.
Goals can be different.
And no, I’m not saying money is bad. It’s just not the whole story.
A goal might be:
- To spread joy
- To disrupt your industry
- To do something meaningful
- To build a legacy that lives on
- To prove something to yourself
Yes, money matters.
But a goal is not “make a million.”
A million is a result.
If your only goal is money... what’s next?
Rob a bank? Run a crypto scam?
From A to B
A goal is your point B.
Point A is where you’re standing right now.
Be honest. No sugar-coating.
What’s working? What’s not? What’s keeping you up at night?
That’s where the journey begins.
Use a basic SWOT analysis:
- Strengths – what are you great at?
- Weaknesses – where do you suck?
- Opportunities – external things you can leverage
- Threats – external risks that could bite you
Only when you’ve got point A and point B can you plot the path.
No goal? No map. No direction. No chance.
The Four Paths of an Entrepreneur
- Build an empire and change the world
- Build a business that supports your life
- Settle and stay stuck
- Give up
Obviously, #3 and #4 aren’t real options.
But the first two? Totally different roads.
Even if your “empire” starts small, your goal shapes everything:
- Timeline
- Risk tolerance
- Leadership approach
- Energy and investment
If you see yourself as a future CEO of a big company, your whole strategy shifts.
Different choices. Different priorities. Bigger vision.
If this hits home, look into Adizes’ Corporate Lifecycle model.
It’s a great framework to understand what lies ahead at each business stage.
Bottom Line
We’ll dive deeper into empire-building vs. lifestyle business later.
But…
Everything starts with a goal.
No goal — no direction.
No direction — no progress.
Just running in circles.
And burnout as your prize.
Disclaimer.
Every business has its nuances, and every founder has their unique context and resources. Whether or not my advice applies depends on your situation, experience, and needs. But one thing is universal—use your brain.
Think about how to apply the advice in your context before acting.
Your way.
And one more thing.
You can’t walk the right path if the goal was off from the start.
Nail the goal — and you’re already halfway there.
From the journal of Nyx Thorne.
- Eugene
Join the “most offbeat” Businessletter on entrepreneurship.
Hi, I’m Eugene.
Over the past 20+ years, I’ve grown an international agency from one-person freelance to a multimillion-dollar business. I’ve led teams, scaled systems, burned out, rebuilt, and learned (the hard way) what it really takes to run a business that doesn’t consume your life.
I help them make sense of complexity, design simple systems, and create the kind of business they actually want to run.
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