Replace revenue goals with 'is it working well enough?' to unlock better decision-making
Instead of setting specific revenue targets that create artificial success/failure dynamics, measure business health through qualitative questions: Are we profitable? Do we enjoy the work? Are customers happy? This approach avoids the trap of made-up numbers that make you feel bad when missed or trigger complacency when hit. It works because bootstrapped companies with low overhead can thrive at many different revenue levels, and goal-obsession often leads to decisions that optimize for numbers rather than product quality or team happiness.
When to use
When you're a profitable bootstrapped company and find that arbitrary growth targets are causing anxiety or leading to decisions that compromise product quality, team culture, or customer experience.
Don't do this
Setting arbitrary revenue targets, then making product or hiring decisions solely to hit those numbers. Feeling like a failure when you miss a made-up target despite running a healthy, profitable business.
1 Founder Who Did This
Explicitly rejected setting revenue goals or growth targets for 25 years. Used running analogy: feeling bad about a 6:04 mile when the 6:00 target was arbitrary. Instead asked: 'Is the work good? Are people happy? Are we profitable?'