Every business owner hits a moment when they pause and wonder, “Are my goals still right for where I’m going? Should I change my business goals?” If you’re asking that question, you’re not alone. Just because you’re asking doesn’t mean you’re failing. It’s a sign of business growth.
Business goals aren’t meant to be written in stone. They’re meant to guide you. Sometimes that means adjusting when things shift. While changing direction in your business can feel intimidating, it doesn’t have to be. Let’s discuss when it’s time to change your business goals, and two thoughtful ways you can go about it.
Four Signs It Might Be Time to Change a Goal
Your Business Has Evolved
Maybe you opened your business with one focus. Over time, you have expanded your services in response to your customers. If your original goals don’t reflect where your energy and income are heading now, they may need a tune-up.
For instance, perhaps you started with one-on-one service offerings. However, your customers have requested services offered in a group setting. A goal like “book 10 new 1:1 clients per month” might no longer make sense if your real push is to grow course sales.
The Goal Feels Out of Reach or Too Small
There’s a sweet spot between challenge and overwhelm. Goals should motivate you to stretch your abilities. At the same time, a goal that is too difficult to reach can drain you mentally and emotionally. If a goal constantly leaves you feeling discouraged or is so easy it’s uninspiring, it might be off the mark.
Ask yourself, “Does this goal stretch me just enough to stay motivated?”
Market Conditions or Priorities Have Shifted
External forces such as an economic change or a shift in your industry could mean your goal doesn’t serve your business anymore. Economic downturns, supply chain issues, or a shift from in-person to digital services can all require a goal change.
Sometimes the forces are internal. Priorities in your personal life change from time to time. Personal events like marriage, having children, or facing a serious illness can force you to rebalance what you want your business to provide for you.
Remember, your goals should support your current reality, not one from a year ago.
You’re Avoiding the Goal Entirely
When we repeatedly fail to reach a goal, we think of it as a flaw on our part. However, resistance can be a sign that the goal isn’t aligned with your values, vision, or capacity. If you find yourself ignoring, procrastinating, or feeling dread around a goal, dig deeper.
It’s not lazy to shift a goal. It’s strategic.
Two Smart Ways to Change a Business Goal
Once you’ve realized a goal needs to change, what do you do with it? You’ve got two solid options: reframe or replace.
Option 1: Reframe the Goal
This means adjusting how you look at the goal without completely scrapping it. You can keep the same general direction, but to reframe the goal, try to shift the timeframe, scope, or purpose.
Example:
- Old goal: “Land $500K in residential remodeling contracts this year.”
- Reframed goal: “Identify which marketing strategies and referral sources bring in the most qualified residential remodeling leads, with a goal of generating $500K in contracts next year.”
Reframing keeps your momentum but gives you breathing room or clarity. The best part is that you can reframe a goal as many times as you need until you are satisfied with the results.
Option 2: Replace the Goal
Sometimes, a goal just isn’t relevant anymore. In that case, swap it out for something more aligned with your current vision.
Example:
- Old goal: “Break ground on a new commercial development project this year.”
- New goal: “Focus on securing high-margin residential remodels in fast-growing suburban areas, where homeowners are investing in upgrades and additions.”
Rather than viewing replacing a goal as not giving up, think of it as pivoting with purpose. It’s about adjusting to stay profitable, relevant, and efficient. Replacing a goal means you’re building with intention, not just momentum.
Never be afraid to make a change
Changing your goals doesn’t mean you’re off track; it means you’re paying attention. The best business owners stay nimble, responsive, and honest about what’s working and what’s not.
If your gut is nudging you to rethink something, trust it. Review your goals, realign where needed, and keep moving forward with clarity and confidence. Need help developing goals from scratch? Check out this article where we discuss creating goals and how to attain them.