Why standards beat goals (& how to use both)

As a coach, I see people set goals all the time. Thoughtful goals. Sensible goals. Very SMART goals.

And yet… many of them still struggle to follow through.

Over time, I’ve noticed something interesting: the clients who make the most progress aren’t just clear on where they want to go, they’re clear on how they want to live along the way.

In other words, they don’t just set goals. They set standards.

Goals vs Standards: what’s the difference?

Let’s start by defining terms, because these two are often muddled together.

Goals are the destination. They describe what you want to achieve. A SMART goal helps clarify the what, when and how much.

Standards, on the other hand, are the rules or behaviours you consistently commit to regardless of circumstances. They’re the daily habits and actions that quietly, inevitably carry you toward your goal.

When people articulate the behaviours they’re willing to live by, and commit to them explicitly, their goals suddenly become more practical, achievable and far less intimidating.

A simple example

A SMART goal might sound like this:

“I will write 1,000 words of my novel every day for three months.”

Clear. Measurable. Sensible.

A standard might sound like this:

“I’m the type of person who writes every day.”

Similar intention. Very different energy.

Here’s why I’ve seen standards outperform goals time and time again.

1. Standards work at the identity level

Standards say something about who you are becoming.

When someone commits to a standard, they’re not just doing a behaviour, they’re rehearsing an identity. Over time, that identity sticks. Writing becomes part of life, like brushing your teeth. It’s just what you do.

Goals, by contrast, often sit outside the person. They’re something you do or achieve. Standards are something you live.

And when behaviour aligns with identity, consistency gets much easier.

2. Standards encourage consistency (not perfection)

Goals can quietly create an all‑or‑nothing mindset.

Write 1,000 words? Success. Write 400? Failure.

Standards soften that sharp edge.

If your standard is to write every day, then sitting down to write, even briefly, means you’ve kept your promise to yourself. You’re a success today. And if today doesn’t go to plan? Tomorrow is a clean slate because standards encourage a longer‑term view. Instead of judging yourself on a single day, you can zoom out and look at patterns and averages. One off‑day doesn’t undo the person you’re becoming; it’s simply one data point in a much bigger picture.

What I see again and again is this: with standards, people are less likely to beat themselves up, less likely to quit, and far more likely to come back.

Consistency thrives where self‑criticism fades.

3. Standards allow for nuance and real life

Let’s be honest — life happens.

Some days, time is tight. Some days your brain is fried. Some days researching, outlining or thinking is actually the most useful work you can do.

A rigid goal doesn’t always leave room for that. A well‑designed standard does.

Standards allow flexibility without breaking trust. You can give yourself grace when conditions aren’t perfect and still meet your standard. You’re still showing up. You’re still following through.

That follow‑through matters.

It builds self‑efficacy. It builds self‑trust. And it replaces the harsh daily verdict of “pass or fail” with something far more sustainable.

But aren’t standards just… lowering the bar?

This is the part people often worry about.

Standards can sound vague. Soft. Like an invitation to slack off.

In practice? I see the opposite.

Yes, standards are more flexible. Less rigid. And despite that, or perhaps because of it,  they lead to real success.

Not only do people reach their goals, they do it without constantly fighting themselves. They don’t just write a novel.

They become a writer.

Goals still matter. They give direction. They give meaning.

But standards are what carry you forward on the days motivation dips, plans change or life gets loud.

So next time you’re setting a goal, pause and ask yourself:

What standard could I set that would support me on the journey?

Future you, novel in hand, will be very glad you did.