Goal Creep

Success in a race starts with setting the goal—and how you set it can make all the difference.

It sounds simple enough, but this is often where things go wrong, especially with something I call Goal Creep.

No, it’s not a monster hiding under the bed—it’s like scope creep in a construction project. What starts as replacing a kitchen countertop somehow turns into a full kitchen remodel.

Goal Creep looks like this: you start with a manageable goal. Let’s say it’s hitting the 30-hour cutoff for a 100-mile race. When people ask about your goal, you confidently say, “30 hours—I just want to finish.”

But then, little by little, the goal starts to shift in your mind: My goal is 30 hours - I want to be realistic - but I’d like to run sub-28 hours. Maybe even 26 hours.” And if we dig deeper, you might admit, “What I REALLY want is to go sub-24.”

And it’s not just about finish time. I often hear runners say, “I just want to finish…but not last…or anywhere near the end.”

What started as a clear goal creeps into something entirely different: from 30 hours to 28, then 26, then 24.

It might feel like harmless dreaming, but here’s the problem: you tell yourself one thing and secretly expect another.

Goal Creep happens when you’re unwilling to fully commit to a challenging goal that feels just beyond what you think you’re going to achieve. Yet you silently judge yourself against that unofficial expectation anyway.

Here’s how it plays out: you start the race determined to hit that sub-24 finish. You’re excited, picturing how glorious it will feel and how impressed everyone will be. But by mile 50, the math doesn’t add up, and you decide the sub-24 is out of reach.

Frustration sets in. You tell yourself you’ve failed and start looking for something to blame—your training, your body, or you. The 30-hour goal—the one you originally set—feels like a disappointing consolation prize and you lose the motivation to go on. Why bother?

You either drop or finish feeling deeply disappointed, even though you technically achieved your original goal.

But the worst part? You lose trust in yourself. You swore 30 hours was enough—but clearly, it wasn’t.

The truth is, this all started because you wanted to avoid the discomfort of setting a big goal and falling short. But what causes far more damage in the long run is lying to yourself about your goal and then beating yourself up for not achieving something you weren’t even committed to achieve.

To prevent Goal Creep, you need to be specific about your goal, commit to it fully, and shut down any sneaky “but reallys” or unspoken expectations.

This requires doing the hard thing you’re trying to avoid: setting an honest, bold goal that stretches you, giving it everything you’ve got, and being okay if you fall short this time.

Drop the expectations you’re unwilling to commit to. Period. No “if only…” afterward. They’re off the table.

And be absolutely strict with yourself about this—for your own good.

Being upfront and honest like this is a much stronger approach. Stronger in results—you’re more likely to hit a goal when you fully commit to it. And stronger in who you become—being completely honest with yourself proves that you can trust yourself.

What you get to avoid is the frustration and self-doubt that come with Goal Creep. What you build is a stronger, more confident version of yourself.

Give yourself the clarity, honesty, and trust you deserve—and watch it transform your running and your life.