The Goal Within The Goal: Redefine Your Success In 2025 with Gail Biddulph

As we step into a new year, many of us instinctively set goals. Whether it’s a personal milestone, a business objective, or something in between, setting goals has become second nature. But here’s a question that often gets overlooked: What’s the goal of your goal?

This question might seem a little abstract at first, but it’s one worth pondering. What is the deeper purpose behind the targets you’re setting? Are you striving to simply achieve the goal, or is there a bigger picture you’re aiming for?

In this post, I’ll share a story that illustrates the importance of understanding the “goal within the goal” and explore how this mindset can help you achieve greater satisfaction and success.

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The Eurostar Lesson: When Success Misses the Point

Let’s travel back to 2007. The Eurostar train service had just completed a £6 billion upgrade. The primary objective? To reduce the journey time between London and Paris by 20 minutes. On the surface, this seemed like a massive win—a faster route for commuters and tourists alike.

But was shaving 20 minutes off the trip really the ultimate goal? Enter Rory Sutherland, a renowned British advertising guru, who had a different perspective.

He argued that, for a fraction of the cost—just 0.01% of the budget—the Eurostar could have installed Wi-Fi on the trains. This wouldn’t have shortened the journey, but it would have made the time far more enjoyable and productive for passengers.

Alternatively, he suggested spending 10% of the budget to hire the world’s top male and female supermodels to serve free Château Pétrus wine onboard. Not only would this have been a memorable experience for travelers, but Sutherland joked that passengers might even have asked for the trains to slow down just to enjoy the journey longer!

The key takeaway? By fixating on the surface-level goal—reducing travel time—the Eurostar overlooked the “goal within the goal,” which was to improve the overall experience of the journey.

Applying the Lesson to Your Business Goals

So how does this relate to you, your business, and BNI? Well, it’s all about understanding what you’re truly aiming for.

Let’s say your goal is to “get more work.” That’s a fine goal on the surface, but it lacks depth. Is your ultimate aim to increase revenue? To have more free time? To work with higher-quality clients? If you don’t identify the deeper purpose, you might end up spinning your wheels on tasks that don’t bring you closer to what you really want.

Here are a few questions to help you dig deeper into the goal of your goal:

  • Do you want to be happier in your work?
  • Do you want more referrals, and if so, what type of referrals?
  • Are you looking to spend more time with friends and family?
  • Do you want to build your confidence in asking for higher-quality opportunities?

By answering these questions, you can refine your goals and align your efforts with what truly matters.

How BNI Can Help You Achieve the Goal of Your Goal

The BNI system is an excellent framework for helping you build your business, but its effectiveness depends on how you use it. If your goal is simply to “get more work,” you might settle for any referral, regardless of whether it aligns with your long-term vision.

But if your true goal is to create more time for your family or to work with premium clients, you’ll approach the BNI process differently. You’ll focus on building meaningful one-to-one connections, asking for specific types of referrals, and cultivating relationships that support your broader aspirations.

As we move into 2025, take the time to reflect on the goal of your goal. Don’t just aim for surface-level success—dig deeper to uncover what will bring you lasting satisfaction and growth.

Key Quotes from Gail Biddulph

“What’s the goal of your goal? Let me say that again: What’s the goal of your goal?”
“If we fixate on a goal too quickly, we might miss the goal of the goal.”
“For a fraction of the Eurostar budget, they could have improved the journey’s enjoyment, not just its duration.”
“If your goal is to spend more time with family or to work with high-quality clients, you’ll approach referrals and one-to-ones differently.”

Conclusion: Start with the End in Mind

Setting goals is a vital part of growth, but success lies in understanding the purpose behind those goals. Whether you’re working to grow your business, improve your relationships, or enhance your personal life, always ask yourself: What’s the goal of my goal?

By shifting your focus to the bigger picture, you can make decisions that align with your deeper values and create outcomes that truly matter.

Let’s make 2025 the year we achieve not just our goals, but the goals within them.

This blog captures Gail Biddulph’s insightful message about focusing on purpose over surface-level achievement, tailored to resonate with BNI members and entrepreneurs. Feel free to tweak the tone or expand sections as needed!

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