Too many founders move fast in the wrong direction. Not because they lack vision, but because they’ve inherited goals that never belonged to them in the first place. Growth, scale, and exits are impressive on paper, yet they can feel strangely empty when they’re not aligned with what truly matters.
This episode challenges the traditional approach to goal-setting by flipping the question. Instead of asking, “What do I want?” you start with, “What do I not want?” It’s a sharper filter, a cleaner mental model, and often a far more honest reflection of where you are.
Most leaders spend years adding more, more responsibilities, more targets, more expectations. But real clarity often comes from subtraction. When you intentionally remove the goals, roles, and versions of yourself that no longer fit, what remains is far more authentic and far more scalable.
Inside this episode, you’ll learn three practical ways to apply this filter:
Write a Not-To-Do List. Progress accelerates when you remove the tasks, habits, and obligations that drain energy instead of creating value.
Add Boundaries to Every Goal . A goal without constraints is a trap. Define what you’re not willing to sacrifice: your culture, your health, your sanity, so growth happens on your terms.
Reality-Check Your Vision. Before you chase someone else’s dream, understand what it actually costs. Many “ideal” paths look far less appealing once you understand the trade-offs.
This isn’t about indecision. It’s refinement.
It’s how founders evolve from reactive operators into intentional CEOs who build companies designed around what matters, not what sounds good.
When you know what you don’t want, you finally create space for what you do.
Highlights:
00:00 Introduction: The Real Problem
00:07 The Trap of Chasing Impressive Goals
00:24 A Better Question to Ask
00:46 Three Ways to Clarify Your Goals
01:20 Conclusion: Evolving as a Founder
Links:
Website: https://www.marcogrueter.com/
LinkedIn: https://www.linkedin.com/in/marcogrueter/