Why Your Goals Might Just Be a Wish List – And How to Fix It

Ever set New Year’s resolutions you didn’t quite hit?
You know the ones – those exciting goals you set with the best intentions:

• “This year I’ll double my revenue.”

• “I’m finally going to get off the tools.”

• “We’re going to hire two new team members.”

But then… life happens.

Family commitments. Endless inboxes. The daily demands of running a clinic. Suddenly it’s December and you find yourself digging out that goal list…
“Nope, didn’t do that one. Oops, forgot that one existed. Oh – hit this one accidentally!”

It’s disappointing, sure. But not devastating.
Why? Because if you’re being honest, you probably weren’t truly invested.

From Wish Lists to Winning Plans

I’ve been there too—many times.
And early on in business, that same pattern crept in. I’d start each year with a “12-month plan,” but it wasn’t a real plan… it was a wish list.

There was no:

• Clear roadmap

• Regular review

• Accountability

• Or specific steps to actually get it done

Like many clinic owners, I was stuck in the daily grind: treating patients, chasing accounts, managing staff, and putting out fires. No wonder the goals slipped through the cracks.

But if I wanted to grow the business, something had to change.

The Problem: All Focus, No Follow-Through

Here’s the contradiction:
I was too focused on the goal… and not focused enough.

What do I mean by that?

• I set goals but didn’t revisit them regularly.

• I had no system to track progress.

• I didn’t build a plan – just a dream.

And without a plan, your goals don’t stand a chance.

The Fix: Turn Goals Into Plans

If you're an allied health clinic owner who’s sick of not reaching your goals, here’s the simple framework I use for myself and with the Clinic Owners we coach.

Let’s walk through it together.

1. Get Honest: Where Are You Now?

Imagine you’re planning a trip to New York.
You must know where you’re starting from—Melbourne and Texas need totally different travel plans!

Business is no different.

If your goal is, say, $300,000 profit, then you need to ask:

• What was last year’s profit?

• What’s your current run rate this year?

• Are we measuring by calendar year or financial year?

If you made $100,000 profit last year and want to make $300,000 this year – great. You now know you need to find $200,000 in additional profit.

That clarity is crucial.

2. Map the Gap: What Needs to Happen?

Let’s say you’re a physio and you want to hit that extra $200,000 in profit.

With rough figures:

• Each new physio might generate $200,000 in revenue

• After costs (wages, super, insurance, etc.), that could equal $100,000 gross profit

So to hit your goal, you likely need two more full-time physios.

But don’t stop there…

3. Build the Plan: Step by Step

Hiring:

• Define your ideal team member (skills, attitude, fit)

• Write compelling job ads

• Set aside time for interviews

• Plan for onboarding and training

Marketing:
You’ll need new clients to fill their books.

• If each physio needs 50 clients/week, that’s 12–14 extra new clients per week for the clinic

• Plan a marketing strategy to attract and convert those clients

• Review your channels: referrals, Google Ads, socials, email nurturing

Retention:
Hiring new staff is great – but losing existing team members could undo your progress.

• Focus on team culture

• Run regular check-ins

• Help your team hit their goals (financial, professional, personal)

Profitability Checks:

• Will more therapists mean you need more admin?

• What are the overheads for that growth?

By now, your simple goal is becoming a real strategy.

You can build this into a project timeline (think: Gantt chart-style), assign owners to tasks, set review dates, and track metrics that matter.

Here’s the Secret to Hitting Your Goals

It’s not about working harder.
It’s about working deliberately.

Set a clear destination.
Get honest about where you’re starting.
Build a real plan to get from A to B.
And check in consistently to make sure you're on track.

Need Help Making It Happen?

This is exactly what we do at Clinic Mastery.

You bring the goal.
We help you:

• Get clear on your current position

• Build the plan to get where you want to be

• Stay accountable along the way

Everyone’s version of success looks different. Whether it’s more profit, more time off, or building a thriving team – we’ll help you make it real.

Let’s do it together.