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Lessons in Goal Setting for Founders

As founders, we’re constantly setting goals. Whether it’s hitting a revenue milestone, launching a product, or fundraising, goals drive our startups forward. But here’s the thing: not all goals are created equal. In fact, some goals are outright traps, and chasing them can lead to “winning” the wrong kind of prize. I’ve seen this firsthand, both in my own journey and while working with other founders. Let’s talk about how to avoid playing stupid games—and the even stupider prizes they come with.

The Most Common Goal-Setting Mistakes

1. Setting Unrealistic Goals

Overly ambitious goals can do more harm than good. If you’re just starting out and set a goal like, “We’ll hit $30K in MRR by Demo Day,” without a plan, you’re setting yourself up for failure. Goals should stretch you, not break you.

Another classic mistake? Thinking a launch guarantees instant success:

• “We’ll launch this app, and it’ll hit 100,000 daily active users.”

• Reality: Growth takes time, testing, and iteration. Launch sooner so you can adapt, instead of betting everything on a perfect debut.

2. Focusing on Vanity Metrics

Metrics like downloads, registrations, or website hits sound impressive but mean nothing if they don’t drive your core business. If you charge customers, focus on revenue. If your product relies on engagement, track active users. Always measure what truly matters.

3. Chasing Comparisons

Founders often compare themselves to others without understanding the full context. Just because a startup raised $10M at a certain milestone doesn’t mean you will—especially if market conditions have changed. Superficial comparisons rarely account for what actually drives success.

4. Sandbagging Goals

Setting goals that are too easy might feel good in the short term, but you’re only cheating yourself. As your own boss, you need to push yourself—not coast. The founders who succeed don’t set low bars; they aim for meaningful progress.

The Stupid Prizes Founders “Win”

When you play the wrong games, you get the wrong rewards. Here are a few examples:

• Raising Too Much Money

Winning the “raise the biggest round” game can backfire. You might lose control of your company, burn through cash too quickly, or end up with investors who push you in the wrong direction.

• Over-Hiring

Hiring too many people too soon might make you feel like a boss, but layoffs are painful—for you and your team. Growth should align with real business needs, not ego.

• Burning Cash on Bad Scaling

Expanding a flawed product to 30 cities doesn’t fix its problems; it magnifies them. Scaling only makes sense when your core business works.

How to Avoid These Pitfalls

1. Set Realistic, Impactful Goals

Start with goals that address your startup’s biggest challenges. If you’re a B2B SaaS company, focus on getting your first 10 paying customers—not on superficial milestones.

2. Learn to Take the Loss

Not every goal will be a win, and that’s okay. Missing a goal isn’t failure—it’s feedback. Use it to recalibrate and set better goals next time.

3. Avoid Excuses

Own your misses. Blaming external factors doesn’t help you improve. Instead, focus on what you can control and move forward.

4. Lead by Example

Your team looks to you to define success. If you’re chasing vanity metrics or status, they’ll follow suit. Set the tone by prioritizing what truly matters.

Play Smart Games, Win Smart Prizes

The best founders excel at setting and achieving meaningful goals. They don’t chase hype or play status games. Instead, they focus on building great businesses, step by step. Success isn’t about raising the biggest round or looking good on paper—it’s about solving real problems and creating lasting value.

Make sure the game you’re playing is worth the prize. After all, your goals aren’t just for show—they’re the foundation of your startup’s success.

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