I’ve interviewed or met thousands of very successful people. Billionaires. Hundreds of millionaires. Famous people. And likely whatever else brag I can put here to make this statement carry weight:
Most successful people I’ve met set goals. And the process of getting specific about goals creates breakthroughs.
Here’s how I set goals: A, B, Z.
(I explained this process to Shaan Puri and he coined the term.)
I start at point A. The beginning. B is the next destination I need to get to. Often, B is about 3-6 months away from your starting point (A).
Z is my big, 3-5 year plan.
Everything in between (C, D, E etc) I don’t worry about until I get there (or just have vague ideas on those steps that I’m expecting may change).
A, B, Z works because:
- It limits distractions. You should think about steps C, D, etc, yes. But too often people don’t do step A or B because they’re worried about the other stops. You’ll likely figure it out when you get there because in doing A and B, you’ll gain new insight. And if you don’t, you’re still better off.
- It points the steering wheel. Ambitious people have high horse power. For many potential winners, the issue isn’t the ability (or not) to push down on the gas pedal. Its which direction the steering wheel is pointing. Z gives helps guide you. You’re working backwards from Z. Z might change. That’s fine. But having an end destination in mind is better than not. Even if you decide to change the destination.
- A, B, Z creates constraints. Someone once said its easier to 10x something than 2x. I am not sure if that’s true or not. But I think its valuable to set contraints: if I HAD to 10x this outcome, how would I do it? Its a helpful exercise. If you want to achieve Z, what must B be?
Some more rules:
- Goals must be specific. Not “lose weight” but “weigh 198 pounds by May 1st, 2026.”
- Goals must be both process and outcome. “weigh 198 pounds by May 1st, 2026 by eating 2,000 calories a day and lifting weights 3 days a week.”
- Goal Z can change, occasionally. It should be a big deal to change Z. Its an art to know “I’m tired and therefore want to change” (that’s bad) vs. “this truly isn’t what I want anymore.”
- Goal Z should be ambitious. 50% chance of happening.
- Goal B should have a 75% chance of happening.
- Everything works backwards from Z.
- Tell a few people about your goal. Accountability is important. A spouse, business partner, friend.
I break my goals into the 4 F’s. Family, fitness, finance, fun.
Here’s a made up finance and busuness example (those are the easiest)
- Goal Z: I’m 25 years old. By the time I’m 30, I want to have $10m liquid invested into the SP500. To do that, I will sell my media company for $20,000,000. I will own at least 70% of the company, netting me a little north of $10m after taxes. My business will need to be doing $14,000,000 in revenue the year before I sell.
- Goal B: We’re at $8M run rate. 800k subscribers at $10 of annual revenue each. In 6 months, we need $10m run rate, which means 1m subscribers at the same $10. That’s 200k net new subs. But the base churns ~30% a year, so over six months I’ll lose ~120k. Real target: 320k gross adds. At $2.50 blended CAC, that’s $800k in spend…about $133k/month
Those are very specific goals. Now, my main focus is on spending money to get more subscribers. Of course, life happens. And I know that new insights will pop up. CAC may change. New variables will come up. But at least I have a plan on what I’m doing and why I’m doing it. And most everything else, doesn’t matter.
Another example (fitness):
Goal Z: I’m 36. By 41, I want to be an athlete who lasts. Concretely: run a sub-25 second 200m, hold a 45+ VO2 max, deadlift 2x bodyweight, touch my toes with straight legs, and have gone five years without a soft-tissue injury that cost me more than two weeks. And pick up my kids without making a dad noise.
Goal B: Complete a full combine on December 1 without injuries. Must do every workout my coach lists. If I feel anything above a 3/10 in terms of pain, automatic 2 days of rest for that body part. Targets, at 202 lbs:
- 40-yard dash: 4.7
- Vertical jump: 32″
- Broad jump: 10’1″
- Deadlift: 405 (2x bodyweight)
- 225 bench: 12 reps
- Mile: 6:30
Here’s a simple template you can use on your goals:
Z – By [date, 3–5 yrs], I will [outcome], measured by [number].
B – By [date, 3–6 mo], I will [outcome], by [process].
Because – B gets me to Z because [the link].
Try it. Now.
