The biggest job of a goal isn’t to be achieved. What we can get to is often much greater than what the goal can even point at. The real value of a goal is the questions it generates.
“How do I have a good relationship?” generates totally different questions than “How do I have a deeply intimate relationship we’re both grateful for?” The first might produce “What does Brett want to do today?” The second produces “What am I not saying to Brett?”
“The goals—their biggest job isn’t to get to them. Oftentimes the goals are so limited. What we can get to is so much greater than what the goals can even point at.”
Similarly, “How do we reach 100 people?” versus “How do we reach 100,000 people?” demands entirely different strategies. The goal doesn’t just set a target—it opens up a field of creative inquiry. The right goal makes you ask questions you wouldn’t otherwise think to ask.