You’ve set the goal. You’ve written it down. You might have even told someone about it. And yet, here you are—three months later—wondering why it still hasn’t happened.
Here’s what nobody tells you: not all career goals are created equal. And the strategy that works brilliantly for one type of goal will completely sabotage another.
This is why you keep spinning your wheels. You’re trying to get promoted using the same tactics that would help you hit a sales target. Or you’re building your reputation with the approach that’s designed for completing a project. It’s like trying to use a hammer to fix a plumbing problem—you’re working hard, but with completely the wrong tool.
Let me introduce you to the three goal types that will change how you think about your career: Deliver, Expand, and Level Up.
Deliver Goals: Prove You Can Do the Thing
Deliver goals are about hitting a specific, tangible outcome. Passing your probation. Completing that major project everyone’s watching. Hitting your sales target. Launching that new initiative your boss has been banging on about.
These goals have a clear finish line. You either did it or you didn’t. There’s no ambiguity here.
The thing is, when you’re in Deliver mode, it’s so easy to treat every single task like it’s equally important. You say yes to everything, confuse being busy with making progress, and end up working yourself into the ground on things that don’t actually move the needle.
I’ve watched people spend hours perfecting a presentation deck that didn’t need to be perfect, while the actual critical deliverable sat untouched. Or attend every single meeting because they’re afraid to miss something, when really they needed protected time to execute.
What actually works? Ruthless prioritisation. You need to get clear on the difference between outputs—all that busy work that makes you feel productive—and outcomes, which are the things that actually matter. Your job isn’t to do everything. It’s to deliver the specific result you’ve committed to.
This means getting comfortable with “good enough” instead of perfect. It means protecting your execution time by setting proper boundaries. It means asking yourself every single day: is this moving me toward my deliverable, or is this just making me look busy?
Expand Goals: Build Your Reputation
Expand goals are about becoming known for something. You want to build credibility, establish yourself as the go-to person, position yourself as someone who properly knows their stuff in your field.
These goals are less about a single dramatic outcome and more about sustained visibility and value-sharing over time. You’re building something that compounds.
The mistake I see constantly? People waiting until they feel “ready” or “qualified enough” to put themselves out there. Or—and this one kills me—trying to be visible in ways that make their skin crawl because they think they’re “supposed to” post on LinkedIn daily or speak at conferences or whatever the latest advice says you should do.
Here’s the truth: your discomfort with self-promotion is costing you opportunities. But you don’t have to do it in a way that makes you feel gross.
Start by getting clear on what you actually want to be known for. Not what sounds impressive, but what genuinely matters to you and the work you do. Then think about how you can share that knowledge in ways that feel authentic.
Not every platform is for everyone. Not every visibility strategy fits your personality. Maybe you’re brilliant in writing but terrible on video. Maybe you love speaking up in meetings but hate social media. That’s fine. Find what fits you, then do it consistently.
And when that voice in your head says “but isn’t this just bragging?”—here’s your reframe: you’re not bragging. You’re sharing what you know so others can benefit. You’re making it easier for the right opportunities to find you. That’s it.
Level Up Goals: Claim What You’ve Earned
Level Up goals are about getting the recognition, title, money, or opportunities that actually reflect the value you’re already delivering. Because let’s be honest—you’ve been doing the work. You’re already performing at the next level. Now you need the official acknowledgment.
This is your promotion. Your raise. Your role change. The thing you’ve been quietly hoping someone would notice.
And here’s where it gets uncomfortable: most people just… wait. They hope someone will spot their excellent work and reward them accordingly. They feel guilty for wanting more when they “should” just be grateful. They avoid making the ask because what if they say no?
I get it. Asking feels vulnerable. It feels presumptuous. It feels like you’re being demanding or ungrateful or too much.
But waiting to be noticed doesn’t work. Sorry, but it just doesn’t.
What actually works is advocating for yourself. Building your case with proper evidence, crafting your ask with confidence, and having the actual conversation instead of dropping hints and hoping someone picks up on them.
You need to document your wins—not just “I did this task” but “I delivered this outcome which resulted in this specific impact.” Quantify where you can. Then schedule the meeting and make your case clearly. Something like: “I’d like to discuss [what you want]. Here’s why it makes sense: [your evidence]. What would need to happen for this to move forward?”
Yes, they might say no. They might say “not now” or “there’s no budget” or give you some other reason to wait. But at least you’ll know where you stand instead of wondering and hoping and quietly resenting the situation.
Why This Actually Matters
When you misidentify your goal type, you end up using completely the wrong strategy. And the wrong strategy—no matter how hard you work at it—simply won’t get you there.
Someone wants a promotion (Level Up) but spends all their energy perfecting their current deliverables (Deliver strategy). They’re brilliant at their job, but nobody above them knows about it because they’re not making themselves visible.
Or someone needs to hit a quarterly target (Deliver) but gets distracted building their personal brand on LinkedIn (Expand strategy). Great content, lovely engagement, still missed the target.
Each goal type needs different energy, different timelines, different tactics. Once you actually know which one you’re pursuing, everything gets so much clearer. You stop wasting effort on things that don’t matter and start focusing on what will actually move you forward.
So which one is yours?
If you’re trying to Deliver a specific outcome—prioritise ruthlessly and protect your execution time like your career depends on it (because right now, it does).
If you’re trying to Expand your reputation—get visible in ways that feel authentic to you, and do it consistently enough that people start associating you with that thing you want to be known for.
If you’re trying to Level Up and claim what you’ve already earned—build your case, schedule the conversation, and make your ask. Clearly. Confidently. Without apologising.
One goal. One strategy. Actually achievable.
That’s the difference between spinning your wheels and actually getting somewhere – find out how inside Goal Getting Society.
