I’ve never been one for “reasonable” goals. Reasonable goals don’t change lives. They don’t shake up industries, rewrite narratives, or make you sit back in awe of what you just pulled off.
Unreasonable goals, though? Those are the ones that make things happen.
I’ve built businesses, taken risks that made people question my sanity, and chased dreams that had no logical roadmap. And I can tell you this: every major success I’ve had started with a goal that made people tilt their heads and say, “That’s… ambitious.”
The Problem with “Realistic” Goals
The world loves to preach about setting “SMART” goals—Specific, Measurable, Achievable, Realistic, and Time-bound. And sure, if you’re just trying to get a little better at something, that works. But if you want to make a dent in the universe? “Realistic” will never get you there.
Aiming for what seems reasonable keeps you in a box. It keeps you safe, comfortable, and ultimately—average. Because when you set realistic goals, you’re only working within the realm of what you already know is possible. You’re not stretching. You’re not innovating. You’re not forced to become someone new.
What Happens When You Set Unrealistic Goals
When you declare something outrageous—when you say, “I’m going to build the best [business/brand/product] in the industry” or “I’m going to make a million dollars in a year” or “I’m going to write a book that changes the way people think”—you’re forced to operate at a different level.
Unrealistic goals make you resourceful. They make you push past rejection, find creative solutions, and step into rooms you have no business being in (yet). They demand that you evolve.
And the funny thing? Even if you don’t hit that wild, crazy goal, you still end up so much further ahead than if you had aimed for something safe.
My “Unrealistic” Goals That Worked Anyway
When I started my first company, I had zero experience in the industry. None. But I decided it would be the best. That was my goal. Not “get a few clients” or “stay afloat for a year”—but the best. That forced me to operate differently. To think bigger. And guess what? It worked.
At one point, I said I wanted to build multiple companies, each with its own unique impact. People asked, “Are you sure you can handle that?” (as if entrepreneurs ever really “handle” anything—we just figure it out). I went for it anyway. Now, I run multiple businesses.
None of these things would have happened if I had played it safe with “realistic” goals.
How to Start Setting Goals That Actually Change Your Life
If you’re used to setting goals based on what seems possible, here’s my challenge to you:
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Double it. Whatever your goal is, make it twice as big. Twice the revenue, twice the reach, twice the ambition.
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Say it out loud. To yourself, to others, to the universe. Make it real.
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Reverse-engineer the belief. Instead of wondering if it’s possible, assume it is and work backward. What would need to be true for this to happen?
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Embrace being delusional (a little). The best entrepreneurs, athletes, and visionaries have a touch of delusion. They see something others don’t—until they make it real.
Because here’s the truth: The people who achieve the impossible weren’t smarter, luckier, or more talented. They just had the audacity to set the goal in the first place.
So, what’s your “unrealistic” goal? And more importantly—when are you starting?
