Most business owners aim for what they think they can accomplish.
That’s the problem.
They set their sights on 1x, 2x, maybe 3x growth—because that feels reasonable, achievable, “realistic.”
But here’s what I’ve found after building and exiting multiple companies and working with owners across industries:
If you only aim at what you think you can hit…
You’ll miss it more often than not.
Shoot Past the Goal
Years ago, I was out practicing with my bow.
When I was aiming for targets at 30 yards, I was inconsistent. Loose groupings. Wild misses. Frustrating results.
But when I set my sights on 100 yards—something I had no business trying to hit—I got better.
I had to steady my stance.
Tighten my breath.
Focus my release.
Suddenly, when I went back to 30 yards?
I was dead-on.
Why?
Because I had trained for more than what I needed.
And that made everything in between easier.
Same goes for your business.
If your target is to grow 20%, you’ll wrestle for every percentage point.
But if you set your vision on 10x growth, you’ll build the systems, mindset, and strategy that make 2x–5x inevitable.
That’s the secret:
When you plan for 10x, you accomplish 1–9x by default.
Your Mind is the Ceiling
The most successful owners I know are not necessarily the smartest.
They’re the ones who gave themselves permission to think bigger.
And they weren’t chasing money—they were chasing meaning.
They wanted to reshape their industry.
They wanted to serve at a higher level.
They wanted to build something that mattered.
The money followed.
But the ones who set out to “make more” never built anything great.
They played small. They stayed safe. They plateaued.
And then they blamed the market.
Add a Zero
Paul Davis called it the “Add a Zero” principle.
If you’re aiming to hit $1 million, start thinking in terms of $10 million.
-
What kind of team would you need?
-
What kind of systems?
-
What kind of time, energy, and mindset?
Now here’s the unlock:
Those same strategies that help you scale to $10 million…
will make getting to $1–3 million feel like a walk in the park.
Don’t lower your goal.
Upgrade your approach.
Most Owners Think Too Short-Term
They think in quarters. Maybe years.
But ask them what they want 30 years from now?
Blank stares.
Vision doesn’t live in your spreadsheets.
It lives in your soul.
You can’t reverse-engineer purpose.
You have to uncover it.
And when you do, the whole game changes. You stop asking:
-
“How can I squeeze more out of this business?”
-
And start asking, “What am I being called to build through it?”
That shift?
That’s where fulfillment lives.
The Bigger You Think, the Better You Lead
When owners tap into long-term purpose, they start aligning everything:
-
Their team
-
Their family
-
Their health
-
Their strategy
-
Their future
They stop saying yes to things that don’t matter.
They stop tolerating clients who drain them.
They stop overfunctioning for teams that underdeliver.
Because they’re not just building a business anymore.
They’re building a legacy.
And legacy requires clarity.
Clarity demands perspective.
And perspective only comes when you look further than the next hill.
So Let Me Ask You…
Are you aiming at what you want?
Or are you aiming past it?
Because if your goal is to double revenue… you’ll probably stay flat.
But if your vision is to build a $10M business that runs without you—
you just might double, triple, or even quadruple your value along the way.
Don’t aim at what you think is possible.
Aim at what feels just out of reach.
And then stretch.
You weren’t built to survive the next 12 months.
You were built to lead for the next 30 years.
