Ask most business owners what their goal is, and they'll tell you a revenue number. Ask them how excited they are about that goal on a 1-10 scale, and the room goes quiet. They say "Seven, maybe?" or "It's a solid six." Never ten.

I've conducted over 30 book interviews with service business owners across Michigan—from landscaping to professional services, trades to healthcare. The same pattern shows up everywhere: business owners working incredibly hard to hit goals that don't actually excite them.

I call this the 5/10 goal trap. You set a target that sounds responsible, realistic, and safe. But a goal you're only halfway committed to gets halfway effort. You end up working just as hard, feeling twice as frustrated, because deep down you know you're settling.

In this episode, I break down:

- Why "realistic" goals are actually killing your drive

- The difference between business goals (tactics) and business vision (emotional destination)

- The drilling process I use to help business owners find their real 10/10 goal

- Real examples from my research (completely anonymized) of business owners who discovered what they were actually building

- Why hitting your revenue target can feel empty if you don't know the "why" behind it

Here's what I've learned: the business owners who transform their lives don't just set better goals. They find the vision behind the goal. They discover what they're really building and why it matters.

One business owner I talked to hit his $750,000 revenue target after working 70-hour weeks. When I asked how he felt, he said, "It feels like I checked a box. But nothing changed. I'm still exhausted. I'm still missing my kids' stuff. The number didn't matter."

That's what happens when you chase goals without vision. You hit the target and feel empty instead of energized.

This isn't about motivation. This is about knowing where you're actually going so you can build a business that serves your life instead of consuming it.

If you've ever hit a revenue goal and felt empty, or if you're working toward a target that feels more like an obligation than a destination, this episode will help you find your 10/10.

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I'm Ryan Herrst, Certified Profit Advisor and author of "Profit Foundation." I work with service business owners across Michigan to identify hidden profit opportunities and build businesses that serve life instead of consuming it.

Want help finding your 10/10 goal? I'm currently interviewing business owners for the second edition of my book. These aren't sales calls—just strategic conversations where you help me understand your industry, and I help you see what you might not see from inside your business. Schedule your complimentary book interview at mediaaceadvisors.com

📧 ryan@mediaaceadvisors.com

📱 517-955-2154

🌐 mediaaceadvisors.com

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