Everyone sets goals. Few people achieve them.

Why?

Because most goals lack intentional goal setting. They’re just wishful thinking — things we should do but never turn into musts.

Tony Robbins said it best:

“In life, we don’t achieve our shoulds. We achieve our musts.”

We should eat healthier, exercise more, sleep earlier, and drink less. But if it’s only a “should,” it rarely happens. That’s because there’s no clarity, no deep intention, and no connection to what we truly want.

A goal without a plan is just a dream.

And a goal without intention is just noise.

Here’s a truth most coaches won’t tell you:

Setting goals isn’t about checking boxes or achieving more. It’s about becoming more. It’s about transforming into the person you’re meant to be.

I’ve spent over 30 years as an entrepreneur. I’ve started and sold multiple companies, built financial freedom, traveled the world with my family, bought a professional soccer team, and moved to Barcelona. But here’s what I learned: those milestones didn’t create lasting happiness. Real transformation happened when my goals aligned with my values, my family, and the intentional life I wanted to design.

Most entrepreneurs are getting intentional goal setting wrong. They chase revenue, followers, and headcount — metrics that don’t equal fulfillment.

Here’s how to practice intentional goal setting that actually changes your life:

1. Stop Chasing Other People’s Goals

Most entrepreneurs inherit goals from parents, mentors, or hustle culture. But whose dreams are you really chasing? Your goals should reflect your vision.

Action Step: Write down your top 3 goals. Now cross out any that don’t align with who you truly are. If that feels uncomfortable or freeing, you’re on the right track.

2. Make Goals Identity-Based, Not Outcome-Based

Outcome-based goals — like “I want to hit $10 million in revenue” — often fall flat. Identity-based goals transform who you are:

“I want to become the kind of entrepreneur who effortlessly creates value worth $10 million.”

Action Step: Take one current goal and rewrite it starting with: “I want to become the type of person who…”

3. Inject Intention Into Every Goal

The most powerful part of intentional goal setting is understanding your “why.” Goals without clear intention fail. Ask yourself why this goal must happen — and keep asking until the answer is undeniable.

Action Step: Beside each goal, write one brutally honest sentence about why it matters.

4. Simplify, Don’t Complicate

More revenue, more employees, more deals… often just leads to more chaos. The best goals simplify your life and amplify fulfillment.

Action Step: Review your goals. Prioritize the ones that simplify and elevate your life. Ruthlessly eliminate those that complicate it.

Here’s the real truth:

Success is never accidental.

It’s designed through clear, honest, intentional goal setting.

Get intentional. Redefine your goals. Change your life.

— Mac