Anti-Goals Prevent Losses

A framework for setting "anti-goals" - explicitly documenting what you won't do to avoid pyrrhic victories and maintain focus on what matters.

Core Concept

• Anti-goals help counterbalance traditional goals by identifying traps and undesirable outcomes
• Prevents "losing while winning" scenarios where you achieve targets but damage something important
• Forces explicit documentation of what you won't do, even if justifiable

Implementation Process

• Create a "Big Bets Doc" annually for each business/project

  • Document 3-4 major bets being made
  • Write clear rationale for each bet
  • Define specific outcomes expected

• Create the "No List" before finalizing bets

  • List things you could justify doing but explicitly won't
  • Document easily justifiable activities being declined
  • Use as reference point when new opportunities arise

Examples of Anti-Goals

• Not working so hard you don't see your kids
• Not chasing viral content that damages brand reputation
• Not pursuing revenue growth that eliminates profitability
• Not taking on projects that create unsustainable stress

Making It Stick

• Share anti-goals with whole team
• Reference regularly in decision making
• Use as filter for new opportunities
• Bonus and assess performance against both goals and anti-goals
• Make it memorable - create slogans/mantras around key anti-goals

Key Benefits

• Maintains focus on core priorities
• Prevents mission/value drift
• Protects what matters while pursuing growth
• Creates clear boundaries for decision making
• Helps team align on what not to do

The framework emphasizes that success isn't just about achieving goals, but doing so while protecting what matters most to the business and team.