There is no doubt that in order to be highly productive and effective as an entrepreneur, you must be able to set smart and meaningful goals and pursue them relentlessly. However, when it comes to building a high-performing business, what is rarely emphasized is the limitations of goal setting specifically performance-oriented goals.

A while back I was speaking with a young lady who is a fitness consultant and owns a fitness studio. She was so frustrated with the amount of money she had spent on social media advertising without getting any meaningful results. After we had been speaking for about 45 minutes or so, I gently asked her what she thought was the biggest reason she was not getting customers. And she answered, "I don't think people like to pay for fitness."

The most important thing when it comes to getting the outcomes you want is not so much your goals, but the learning and growth process that happens after the goals are set. Unfortunately, many people are not willing to go through that learning and growth process, and as a result remain stuck in frustration and disappointment.

It starts with making a decision to do things differently. This is a decision to match your outer expressions with your inner experiences. Yes, you may get into trouble for doing this, but do it anyway. The things you say and the things you do need to match with the things you actually believe.

Now, more than ever, your customers are hungry. They are after something. They want your genuineness more than your products, services, ideas or expertise. They want an experience. They want an experience that is more authentic and real. This means you need to stay in touch with the real you.