The false comfort of smaller goals (what went wrong)

I had a conversation with a client recently that stopped me cold...

He was doing anywhere between 60K–300K/month in revenue.

Strong offer. Great margins. He sells a 50K program that costs 2,500 to fulfill.

But when we got on the call—something had shifted.

He wanted to change the quarterly goals we’d set.

Wanted to drop the 1M/month target.

Wanted to “just aim for 100K/month profit” instead.

Now, I’m not here to tell anyone what they should want.

But what was clear to me—and I’ve seen this over and over… this wasn’t strategy talking.

This was identity retreating.

Because here’s what I know…

When someone’s not doing the internal work…

The mindset work.

The daily rituals.

The self-leadership practices.

They don’t stay at a high level for long.

They fall back to their thermostat setting.

Just like your AC system kicks on when it gets too hot or too cold...

Your nervous system does the same.

If things get too good, too outside your comfort zone, too close to greatness...

You’ll find a way to cool things back down.

That’s what happened here.

He hadn’t been listening to his custom hypnosis track.

Hadn’t been meditating.

Hadn’t been doing his Power Move.

And so his set point—his old self—kicked back in.

And when that happens?

You start to believe that...

“$1M/month is too much.”

That maybe you should “just aim for consistency.”

That maybe 100K/month is “enough.”

But that’s not the truth.

That’s just comfort talking.

This is exactly why we do the inner work.

Why we combine strategy with mindset.

Why the best CEOs lead from identity first.

If you’ve been feeling stuck… stalled…

Or thinking about shrinking your goals just to feel “safe” again...

You don’t need more tactics.

You need to upgrade the version of you running the business.

That’s what we work on inside the Breakthrough Call.

This isn’t a pitch.

It’s not a script.

It’s a deep, strategic conversation to reset your trajectory—so you’re not running your business from the past anymore.

>>> Book your Breakthrough Call here

Because you’re either scaling with intention...

Or falling back into your default.

Mark "The Mil-A-Month Mentor" Dhamma, MA

Trusted by 7-Figure Coaches, Consultants & Agencies to Quantum Leap Their Revenue To A Mil-A-Month.

• BSc Sports Science & Physiology

• MA Positive Organizational Psychology

• Coaching Entrepreneurs To Exponential Business Growth Since 2008

• Advanced NLP & Hypnotherapy Specialist

P.S. Aesop’s Fable, The Fox and the Sour Grapes, tells the story of a fox who couldn’t reach the grapes…

So he convinced himself he didn’t want them.

Let’s not pretend your big vision isn’t worth it—just because it’s uncomfortable right now.

More about this tomorrow.