A New Ambition
A New Ambition is for overwhelmed business owners who want a successful business and a life they actually get to live. If you’re stretched too thin, running on empty, and tired of sacrificing your health, relationships, or peace of mind just to keep things going, you’re not alone.
We’ve all believed the big myth: that once you ‘make it’ the problems fade away. More sales will mean less pressure. Hiring will mean less on your plate. Getting through the quarter, the year, the crisis will mean everything just magically gets easier.
But it doesn’t work that way. As your business grows, the problems don’t disappear—they multiply. From the outside, it looks like success, but on the inside you feel like you’re failing or one step away from disaster. You hide and feel so embarrassed by your financial problems that you never really address them. You feel like a terrible leader because of the constant stress from your employees. And you’re totally worn out from the endless mental load—because you can’t get away from any of it without bringing your laptop, your worries, and your work everywhere you go.
I know what it’s like when your ambition starts to cost you too much. For years, my only goal was to grow my business. Now, my new ambition is to have a successful business and a well-lived life.
Join me. I’m Krista Williamson, seasoned business owner, goal-achievement coach, resilience coach, and certified life coach. Each week, I’ll share stories, strategies, and practical tools to help you reclaim your time, lower your stress, and create space for your new ambition—whatever that looks like for you.
A New Ambition
17: The moving target — why your results never feel like enough
You finally hit that coveted revenue number; the launch worked, the sales came in, the client said yes.
And instead of the relief you imagined, your brain skips right past it.
Straight into, “How can I top this next time?”
That moment you thought would feel good? It barely registers.
And before you know it, the pressure’s back.
The win you worked so hard for has already turned into the new baseline.
This episode digs into why goals so often turn into moving targets, how that constant pressure shows up in your day-to-day, and what it can cost you over time.
I’ll share one simple way to turn down the pressure, so you’re not always chasing the next thing or feeling like what you’ve done still isn’t enough.
So you can keep going after big goals without carrying the constant pressure to do more.
Connect:
Website: kristawilliamson.com
Facebook: @kristawilliamsoncoaching
Instagram: @kristawilliamsoncoaching
Book a free consultation