2008 Goals: Scare Yourself
We just finished our business retreat and I am pontificating our one year goals. Last year was a huge year for us as we transitioned from two professional technicians to budding entrepreneurs. A little time in the woods, some long walks on the coast and we come out of seclusion with a strong vision and some big goals. All right, let’s do this:
In 2008, we are going to gross a million dollars and still have a life.
Now, if I laid that statement at the feet of most contractors, some might say “that’s cool” and offer a generic smile while others would certainly laugh at me. After all, we are a pretty long (long, long) way from making a million this year.
I can hear the voice now. I knew that guy in high school. There is nooo waaaaay he can make a million dollars. And the voice is right. There is no way that we could pull that off. But what they don’t know, and maybe you don’t know, is that we are not afraid to change. We will change and grow and become the leaders and team it takes to achieve the goals we are setting.
The first step, as esteemed personal growth and change expert Steve Pavlina would coach you to do, is to clearly define the intention and announce it off the top of the hills (mountains, if you got ‘em).
Using Fear to Pick your Goal
The fact is that most of us are filled with fear every time we approach something new. There is nothing wrong with that. It is the normal, healthy response of a sane human being. Personally, it has been a great companion in the adventure that is my life. Like a road map.
I’ve found my fear to be pretty useful in a weird business context. Peter hates this, but the way I pick goals for our company (being the CEO I get the prerogative) is to keep pushing the bar mentally until I feel myself getting unconformable, then nervous then afraid. That when I stop and mark the goal. I’ve always felt that a goal that does not make you stretch is not a goal at all, it’s a task. Should all goals make you stretch? Yes, I personally think so. What are you just a little afraid of? We are afraid of a million. So we decided to demystify it.
I’ve been afraid of a lot of things. I was afraid of going independent and crashing and burning. I was afraid of owning a home and having a $3400/month mortgage. I was afraid of living with Julie. I was afraid to travel through the Middle East. I was afraid of college. I was afraid to surf 15-foot waves. I’m afraid to speak in public. I’m totally scared about being a good father. And yet, all of these are the highlights of my life.
Announce the Goal
To a Million and Beyond.
I start by announcing it to myself. Since I became independent, I’ve been saying that some day I will gross a million, then earn a million. And from a financial perspective, our crew has not missed a goal by more than a few thousand dollars in five years. We have a habit of setting financial goals that scare us and then achieving success. That habit and our history gives me confidence. We are ready for this challenge.
If we are going to pull this off, we are going to need a bunch of positive affirmations. To be clear though, making a million for me isn’t about the actual dollars, it’s about the lives we touch. Peter & I believe we can gross a million, because we believe we can build a team that can gross a million. Today, we support 6 families with our business and provide periodic money for a few others. That fact makes me feel completely alive. The idea that we could support 15 families fills me with fire. I don’t know about the details of how we will gross that million, but I do know how we will build the team to do it.
So I started by IMing a few people around midnight. I think Tea’s answer was my favorite:
Shane: so we are going to make a million next year
Shane: just letting you know
Tea: lol thanks 
Tea: i can sleep now aha
She then shared her goals (she can share them herself, ahem - ahem, i she wants). I can’t wait to be part of helping them come true. She’s got the two cutest kids (Jules just turned 2) and I honestly believe Perth will give her the key to their city some day.
You got to tell everyone, especially your team. Anyone who thinks they will make a million all by themselves is in for a tough ride. After all, if we gross a million, who do you think will get most of it (hint: not Shane and Peter).
I’ve been reading Robert’s book ‘Flying Solo‘ and though I’m half way through it and am pretty jazzed on the book, the title turns me off. No one truly flies solo. It is thanks to the support of our friends, family, mentors, business team, industry compatriots and more that we succeed.
Why do you announce?
I proclaim our goal for two reason.
First, I keep noticing that whatever I really focus on and mention out loud over and over and over tends to eventually come true. I think it has something to do with our level of awareness of opportunities. I remember when I first bought Deucer, my Ford Focus (aren’t you all impressed?). The next day I was driving around thinking, “Jeez, how many people went out yesterday and bought a red Focus? This is ridiculous, I’ve never seen so many of them in my life.”
Between you and me, do you really think the number of red Ford Focuses on the road actually changed? Or did my awareness level change?
It’s the same thing with opportunities. I remember impulsively looking for a wedding ring for Julie (it started impulsively) for a full 9 months and getting frustrated that everything I found in my price range ($400) looked really chintzy. I wanted something really special. We had been living together almost 5 years and we were engaged to be engaged. So I started to tell everyone who would listen about it, asking for ideas. One evening, Mom was teasing me about the eternal hunt and I sarcastically asked if she had any 1 carat diamonds lying around which she could use to just put me out of my misery.
[long pause]
Turns our she did. So Julie got great, great, great grandma’s old diamond (pretty neat). Guess sometimes you just got to ask. But if I hadn’t been so focused on it, I would never have ended up with one of the most beautiful wedding rings to give my wife. We designed the setting ourselves. 
Now I doubt someone will just hand our crew a million, but you bet your ass I’ll be out there asking anyone and everyone if they want our cookie.
The second reason. When things get tough, it’s easy to compromise with yourself. I don’t really feel like making that sales call (my personal demon), I’ll just do it tomorrow. Or perhaps come August we’ll have only grossed $370k, and the urge to ease up and just shoot for $600k rears it’s ugly head. That would still be a world class year for us. I find it’s a lot harder to look into people’s eyes and tell them you gave up. There is no dishonor in failure. It’s how you learn.
But if you are going to stand in front of the people you lead and trust, and build their hopes, then you have to keep going until the last minute. Thats why I am telling everyone. Accountability.
And so next February, when the whole crew gets together for the annual retreat (looking like El Salvador this year), we will put our heads together and figure out as a team, how we can come together to gross a million and still have a life.
Scare Yourself: Big Goals with Small Steps
I hear way too often, set something realistic. In some ways that is correct. After all, both success and failure are learned habits. Your small goals should always be realistic. But, if you don’t have a big goal that drives you to your knees and forces you to grow and change, then you are stealing from yourself and the world. People follow leaders and leaders are those who are willing to leave their comfort zone to achieve something greater than themselves. We are looking for leaders. I will follow a man on his knees fighting to make a difference any day. Pick a huge goal, something that scares you (like a million gross scares us) and then fill the vacuum with small steps. Each of those steps should be finite and attainable. Have tons of them, because checking things off your list feels good.
Our steps:
Back to school for S&P: on December 3rd we’re signing up through Berkeley for a Software Project Management course which should hopefully provide us some insights into the issues we face as we move our core team into the double digits.
Fill the Gaps: We turn away about 50% of the projects that come to us. Some because they’re not good projects. Other because we just don’t have the resources (it absolutely killed me to tell GM we couldn’t work on their prototype for their new onboard computer, just because we didn’t have the availability). So, if you are killer at design, flash, flex, php, witango, click the join us link and send a link to your portfolio along with a bit about yourself and why we will love you. We may have a project with your name on it.
PM system: Continue to tune our current PM system while searching for an ideal fit for our business style or building one ourselves to satisfy our need for flexibility.
So What is it Going to be?
I’m throwing you all a bit of a challenge.
Join us and scare yourself just a little. Take a leap of faith. Pick a goal you think might be possible, just maybe, but not necessarily probable. Write it down. Put it up on your fridge. On your computer screen saver. And on a comment below. Then start working on how you will personally need to change for that improbability to become likely.
We want to cheer you on. While scary is good, the right group of people make it possible.
An inspiring article. I hope I am brave enough to give it a go, and I hope you are brave enough to succeed.
This was totally awesome to read. Dammit, why wasn’t I on IM at midnight? Oh wait, now I remember…I was passed out in bed on Nyquil, completely pizzed that I’m getting a cold for the first time in years so close to Thanksgiving.
There’s something to be said for saying these things out loud. It makes them real. When I finally said (lo just a month ago), “It’s time for me to work for myself” it came true just a few days later.
Stumbled!
LMFAO you doofus. Those aren’t my kids, its a random youtube vid. But my kids ARE cute and can be seen here http://www.flickr.com/photos/tealou
OK, now, onto the topic at hand.
Right now I am *terrified* of asking a higher price (ie what I hear others getting etc etc) for fear that there will be no more work.
I have gone through a pretty substantial burnout period where I have been undercharging, putting up with shit, and really not seeing my vision come to life - in fact - I am extremely nervous about money, with no time to make any more because I have so severely undervalued myself. It has been the only source of arguments between Jason and I, about my tendency to undervalue my work.
Its actually been the only thing that Jason and I have argued about — my inability to look someone in the eye and say “that will be $X”, or “thats not in the spec” etc etc.
So right now, my goals revolve around day-to-day cashflow, and trying to avoid cancelling our trip to LA - and eventually just doing what I love, earning enough to be comfortable, and not being so exhausted all the time
The biggest goal for me, right now, is to make sure that I don’t give up and try to actively change things so that I can get a surge of confidence again and to feel confident and good about things again!
Gosh, sounds like I am such a downer - there is no shortage of work, I just want ONE client with deep pockets and realistic expectations
@ Tea - deep pockets and realistic expectations? Bwahaha!
I have the same issue with Jamie sometimes. He would give us away. He might have said something about this on the blog once, but there was a time when he was considering building furniture. The price he had in mind was $500. I took one look at the design and said, “Are you f***ing joking me? That’s not leaving this house for less than $2500.” Naturally, he thought I was a moron and Googled it. Sure enough, the cheapest he could find something comparable was $2300 or something.
I wish you the best of luck in this - it’s an insanely difficult balance to strike. Usually, goals that scare you are good motivation. Every so often, it scares you because it’s ludicrous. The problem is, everyone seems to be able to tell the difference except the scared person. To him or her, they look exactly the same.
@ Shane. Your pics rule. I should work for you. Oh, wait…
I just wanted to thank both of you, Shane & Peter.
I just emailed this article to a friend of mine telling him how you’ve both been such an encouragement to me since I started watching your RSS feed about a month or more ago.
As a fellow entrepreneur I’m trying to get away from the 8-5 slave labor and out on my own.
I’m about 3 months away from leaving the W-2 job and going at it alone working for myself.
Keep the great articles coming, and rest assured you are affecting other’s lives outside your own and your family.
Your fears nearly mirror my own.
“I’ve been afraid of a lot of things…”
Stepping out on my own is terrifying, but exilirating. And As Timothy Ferris would say, the worst that can happen will not stop me from taking the opportunity.
The mortgage thing still terrifies me and I’ve owned my own home for a year in February ‘08. Albeit, my monthly payment is no where near the $3400 mark.
I also just got married in July of this year
College also terrified me, but I graduated with honors.
Fortunately, I do not share you fear of public speaking. The college degree was in Speech Communication.
Finally, I have not traveled yet, but I cannot wait. I have only seen the ocean once, but surfing sounds like a ton of fun! And being a father is a huge goal, but I pray it’s a ways off… terrifying that is!
Like you said, “all of these are the highlights of my life.”
Thank You Again and good luck with $1,000,000
This is inspiring stuff! Thanks for sharing it and good luck with reaching the million.
I like your way of setting goals because it makes being scared OK, like a natural state of mind instead of something that one should avoid at all cost.
Shane, thank you for this article! I found it truly motivational this morning - something I definitely needed after a very un-productive week last week.
I wish you the best in reaching your goal!
My goal by the very end of 2008 is to take the plunge and become a full time freelancer (which basically requires me to scrounge up and save at LEAST $15k - where that’s going to come from, I don’t know??? I need to get a LOT of new clients next year, that’s all I can say, lol)
I can’t tell you enough how much that scares the crap out of me! I want it so bad, but there is no “security” of having a regular paycheck come in every 2 weeks. But I know I will be much happier (I hope I will be happier?) There goes the questions and self doubt…
But yes, I will be giving it 210% to reach my goal next year.
I hope we all reach our dreams!
Excellent post! Very inspiring. I look forward to reading about your journey. With your attitude I think the odds are in your favor to reach $1 million. The “and still have a life” is what I am not sure about mostly because I don’t know what you consider “a life.”
I would love to see a post from you guys about your definition of what “a life” means. I recently did a post on The Work/Life Balance of Networking at http://www.entrepremusings.com/index.php/2007/11/13/the-worklife-balance-of-networking/ that you may find interesting.
If you go directly to my blog now though you’ll see some posts on potty training and grandkid humor.
@Andrew - give it a go at what? (We are all dying to know) I am sure you are brave enough. After all, you already hung your I’m open for business sign, and that is often on of the toughest steps.
@Susan - you can do it, a ton of the people commenting today already have. It’s truly simple, just not easy. I heard someone recently say that they key in this whole process is your emotional quotient, your ability to handle your emotional state. Out of curiosity, do you know how much money you need to be full time?
@Tea - Damn I thought it was Jay in that cool suit. I’m so let down. Ok, I updated the link, and will go hide in shame. Of course, I could have started a mass mis-rumor like the whole nissan paint thing (http://www.younggogetter.com/2007/11/18/blogoshpere-gone-wild-top-blogs-play-telephone-with-nissan/) and everyone would suddenly think you have a gothic kindergardener. Why would they ever think that? (hi mina).
I’m sorry I wasn’t able to be chatty last night on IM - Julie kept me moving furniture until 11:45pm last night. Ping me next time you are about to write a bid and I can give you a brutally honest answer on your quote (you know I will cuz I love you and that being poor isn’t all its cracked up to be). There is honor is civil servitude, but it is not your path! And keep focusing on your target and don’t get distracted by the many opportunities. oh, and if you bail on visiting us, I will have jay tickle you for an hour every single night until you reconsider.
@Naomi, Jamie can do shit for us for free as long as he likes!!! Those clients do exist you know. The reasonable part is a bit fickle but deep pockets and consistency can happen. Thanks on the pictures, I get so much mileage on that little iPhone camera.
@Ellis - it still feels weird being called an inspiration (don’t stop I love it). I’m just finally getting used to the idea that I am an adult (only took 30 years). I realized the other day that for the first time in a long time I’m not surprised look in the mirror and don’t see see a teen. Congradulations on the wedding and home purchase!!! That is so awesome. So what will you be doing full time as you launch your business?
@Jarkko - I love that you took a long massive rambling post and turned it into a sentence. “I like your way of setting goals because it makes being scared OK, like a natural state of mind instead of something that one should avoid at all cost.” I heard once that genius is the ability to take the complicated and make it simple. My respects.
@WAH - I kind of wish I knew your name. I love both your and Eric’s sites. Seeing your goals and whats going on is such a a fascinating touch to someone’s life. The full time thing: do it. It’s scary. That is ok. You will be full of joy - you may not be happier on the minute to minute level, but you will feel so alive. 15k savings is doable. Thats 1.2k/month. Can you budget your personal expenses to create that level of savings?
@Aruni - You know what funny. Peter’s first response that that post was exactly the same thing. We had a 2 hour talk while surfing yesterday on what do we mine by have a life. I have an easier time with that than he does because I am good at saying no and prioritizing. Peter is our finisher, a blessing to our team but a struggle in the work / life balance. I will definitely write that post.
For a short answer - I believe there are 5 pillars to a healthy / happy life: Family, Friends, Finance, Fitness, Faith. A life to me means I have time to focus on each of these and find balance. A sort term push in one is fine, but eventually they all need care and feeding.
@shane - “So what will you be doing full time as you launch your business?”
Currently I’m working as a Web Designer as a W-2 job for a company full time. However, I’m saving up to quit the W-2 job in February and then go cold turkey working for myself.
I’m building up my client base currently. Doing freelance work for anyone I can find. I will be doing the same in February when I quit the job, just more of it.
@Shane - I’m sure you understand the need to be anonymous (at least publicly) but I’ll send you an email with my real info. I actually just launched the redesign of my personal site. So you can get to see more about me and who I really am.
There’s unfortunately no money in the monthly budget (trust me, I’ve tried, lol!) We’re literally one of those “paycheck to paycheck” families. It would all have to come from freelance work. That’s why I’m renovating all 3 of my sites right now, so next year I can completely focus on bringing in new clients. LMAO, here you are striving for 1 million, and I’m hoping for 15k - you must be laughing hard at that one.
And thanks for the comments on my blog! I’m always afraid I’m boring all 12 of my readers, lol.
@Ellis - February is a good month!!
@WAH - I am not laughing at all. I grossed just over 25k my first year when I went independent. 15k was a fortune. I was in debt having invested in a car, computer and education / books etc… it took persistence and consistency more than anything. AND careful careful control of our outflow. Why 3 sites? (do you have 3 businesses you plan to build?)
Shane, fantastic post! Wow! I’ve shared this with a friend who has the resources to go it on his own, but seems to be floundering without having real (scary) goals out there to commit to. Me, I’m trying to make that leap from one career path (web development/design) into another (interaction/experience design) on a wing and a prayer while still paying the mortgage (and feeding the kids).
My biggest fear is making the leap and then finding that the new career, while making me happier, won’t support the perceived needs of my family. I’m committing to making that leap in 2008, though, portfolio in hand.
I’ve often found that we hold ourselves back just as often out of fear of succeeding and what that might mean. A good friend gave me this quote on just that topic:
Keep on that goal … the comments alone on this post ought to provide at least a little momentum!
I’ll throw down the gauntlet. 1Mil some awards. I’ve been thinking a lot about my own personal goals within the design world and one of the things that strikes me is that on top of the money, I’d like to leave something behind every year that changes the way people think about design. So here it goes in under 50 words: my own personal goals are 100k next year showing art in at least 3 brick and mortar galleries finishing (or working towards) the design degree I’ve been working on for the past year; oh and I’d like to add proposing to Alaire :).
My last goal may or may not have been accomplished already… I’m not sure: Design something that’s viewed by at least 500,000 people. Could be a banner design, anything really… but I just want to reach that many people. Once I reach that one I want to hit the 1million views mark.
Excellent, inspiring, fire-in-my-belly lighting post man! I’m soo looking forward to making this happen over the next 365 days!
@Todd - Encouraging (and even a little loving bullying) our friends into chasing their dreams is the highest calling in a friendship. We made that transition form general web dev/ design to user interface / experience design. All it actually took was a change in our elevator pitch. We are more generalists frankly doing a bit of everything, but specializing in UI. There is a lot of room in our industry for good people. Send me a link to our portfolio some time.
Shane,
You hit it on the head! I have been struggling with making a lot of business decisions this last year in the hope of taking things to a whole other level - the only thing is that fear keeps me from pushing the envelope at times. I can relate to what some of Tea B said as well!
I’ve been reading your blog for a couple months and it really gets me fired up. Now if I can learn some of what you preach and put it into practice for myself! I’d love at some point to ask you all a few questions about building and managing a team because I feel that’s what I need to do to take my business to the next level.
OK, I am going to go set some kick ass goals and see about hitting them. I’ve had the million dollar one for some time - maybe 2008 will be the year! Keep up the great work!
You are both madmen and I love it. Lead on into the fire!
@Shane - you know, you’re the 2nd person to ask me about the 3 sites in one week! First is the personal site, which I’ve had since high school. More of a “Me” thing - my resume, portfolio, and now also a bio. Then came the business site - I setup a DBA, and created a site to go along with it. In the past I’ve tried to go the “We…” route in the business site - to appear larger than I am. From everything I’ve read lately, though, people could see that as misleading, and rather see who I am. So I’ll be adding a brief bio to the business site soon. Then came the blog - mostly a motivational tool for myself, but if I can help other freelancers, and specifically WAHM’s along the way, then that’s an added bonus!
Each site has it’s own feel to it (or will, once I’m finished with the redesigns, lol). The personal site more of a dark portfolio feel (hopefully slightly cool, lol). The business site clean cut and professional. The blog light and feminine. That actually gives me three different target markets, which was completely un-thought out. I just realized it more of an after thought. But if it works… (and I don’t know if it will work yet, lol, but goodness knows I’m trying)
So, do you think that is strange to have that many sites? Now you’ve got me thinking, lol…
Openly committing to goals is wonderful terror. I love doing this, and I’m excited to see your goal! I hope you make it reality.
For my first year running my own studio (www.cubicleninjas.com) I’m going to aim a bit lower. 750k sounds good…
-Josh
@Brandon - you better finish that damn degree!!!! And when you get the first art show at a gallery you tell us and we will come to LA. a million views sounds like a pretty cool goal.
@James - I’ve been thinking a lot about building a team and recently concluded that building a team starts with you. Someone told me not that long ago that your business will never stay bigger than you ability to handle it.
@Housang - Sup big H. Nice to meet you and have dinner the other night. I’ll definitely take you up on your idea of disc golf.
@WAH - you can have as many sites as makes you happy. Personally, I barely have the time and energy to keep one current let alone three. The other thing to consider is that you are going to invest significant time and energy into creating a brand. I would make sure that brand spreads as widely and consistently as possible.
@Josh - sweet! You make that goal your first year and you can buy us dinner! (and we will fly to wherever you are to hang out and talk business). You url didn’t work - is it not up yet?
Thanks for this.
Right now I’m starting my own little journey and it frankly scares the hell out of me. I’m a damn good software developer and very good at being a consultant. What I’m about to do will mean those skills will have to take the back seat and that scares me. I’m having to learn marketing. I’m going to have to learn to manage and lead other people. Scarier still, at least to me, is I’ll have to learn to sell products and services instead of just me.
Oh, I’ll be responsible for more than just me and my family. Other people’s careers will rest with me. Fun stuff.
http://guerillaprogrammer.com/blogs/jakew/archive/2007/11/21/scared-myself.aspx
@Jake - Man I hear you and good luck - this is a worthy goal and a major path or personal growth! Out of total curiosity - I read your post and am wondering what is motivating you to choose the traditional brick and mortar office approach?
My wife and I have been back and fourth on the office thing. Truth is right now I’m groping around in the dark. The inclination toward an office is simple familiarity. Guess the same could be said about hiring employees too.
so scratch the office. Everybody telecommutes. What about the extra hands I need to get the work done? How do you guys mitigate the risk of not having enough band width (extra brains) to get the job done?
First, I don’t dog the brick and mortar approach. It has a lot going for it: structure, consistency, credibility. It also comes with a high price. You need to be able to keep enough $ flowing to cover you expenses. Working remotely allows you to get much slimmer in bad times. Same thing with using contractors vs employees.
As for the hands. That is the biggest question a lot of us who run firms face, either employee or contractors. Finding good people is a challenge for everyone. Heck, SAP offered us 6 months of anyone’s salary as a finder’s fee if we hook them up with a good employee. Thats a lot of money.
We have found most of our core people through word of mouth. Our blog is starting to be a source of people as well. (Jason form Joylent said they get all their people from their blog . forum: http://jarkkolaine.com/2007/11/22/20-companies-to-inspire-you-today/#comment-4359). I’d be stoked to keep chatting with everyone about this because it is our mission next year.
Wow. This is a very inspiring post. I intend to sit down and have a long conversation with myself to find goals that are challenging enough to be scary.
Thanks Joshua! Welcome to the blog. I can’t wait to see what you come up with.
I’m so stoked to have a partner with such ambition and enthusiasm. My nature is to stabalize. I don’t feel a need to challenge. That’s why Shane is the CEO and I am the CTO.
When we play Tony Hawk together, Shane is the one who voratiously devours challenges and obsticles. I’m the one who just wants to roll around and learn about every detail of the level. I want to know about every nook and crany.
When we surf together, Shane looks for waves that are on the edge of his capacity, and then tries to pull off as many tricks as possible. I look for waves that are in the middle to upper middle of my capacity and try to have a smooth and controlled ride.
This goal scares me, as Shane mentioned, because I don’t feel the sense of stability that i need to feel going into it. I’m hoping that our Project Management classes will help with that. We’ll see.
But if we slowed down or backed out everytime i felt uncomfortable, our business would go under.
What ever happens, I look forward to the education i’m getting in sharing these challenges with Shane, our team, and with everyone who reads and comments on our blog.
Shane, It’s awesome to hear about your goal for 2008. I look forward to hearing more about your success.
You’ve actually inspired me to make a decision to set a goal for myself for 08. “I want to run my own web design business”
there, I’ve said it out load! (thanks)
-Mario
Great article - I wish you the best in your pursuit of your goals!