I used to set goals like a total dumbass.

No joke, I'd whip up a bunch of fancy targets at the start of every quarter. Website visits, more followers, engagement rate...my little dashboard was greener than a traffic signal on Sunday morning.

But here's what no spreadsheet tells you: half of those "goals" were just feel-good numbers that meant fuck-all for the business.

My bank account didn't care how many hearts I got on Instagram.

One quarter, out of pure frustration, I axed every vanity goal. Stopped counting likes entirely. Instead, we asked, "Which numbers actually mean we're winning?"

Turns out: cash in the door, referrals, actual conversion rate. Real impact, not dopamine hits.

We stopped chasing hype and focused on what moved the needle. Suddenly, planning got fun. The team rallied hard around ONE big metric at a time, not a clusterfuck of random targets.

Want results? Set goals that actually build your company.

Here's my zero-bullshit process:

• Kill all "just for show" metrics, nobody brags about impressions at the bank.

• Pick 1-2 real numbers: revenue, referrals, long-term retention.

• Tie everything everything --- EVERYTHING --- to outcomes, not activity.

• Break big goals down to "what gets done THIS week?"

• If you can't measure it directly, it's a wish, not a goal.

Stop setting goals designed to sound cool.

Start setting goals that book real wins and keep your crew honest.

This is how brands break out of "busy but broke" mode.

Inside Brand Engine, you get my goal-setting worksheet (the one I actually use, not the inspirational bullshit). You'll walk away with a framework that builds momentum from Day One.

Ready to stop paddling in circles and start sprinting?

Hit the link, grab your spot in the course, and let's get your goals locked before another quarter passes you by.

--- Shashank

11, PNR Nagar

Dindigul, Tamil Nadu 624001, India

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