This Is Why You’re Not Getting What You Want: The Importance of Values in Goal Setting

In a world obsessed with achieving more, it’s easy to set goals that look great on paper but feel empty in practice. If you've ever hit a milestone only to feel unfulfilled, you’re not alone. The truth is, without aligning your goals with your core values, you're climbing a ladder that may be leaning against the wrong wall. At Not Stationary, we believe that values aren’t just a starting point, they’re the compass for meaningful goal setting.

In my coaching work, defining values is always the first step. Whether someone is feeling stuck, overwhelmed, or simply ready to grow, we begin by uncovering what truly matters to them. This foundation becomes the lens through which every future goal and decision is made.

This approach is deeply inspired by the work of thought leaders like Simon Sinek, who popularized the concept of "Start with Why." According to Sinek, people are most inspired—not by what we do, but by why we do it. That "why" is rooted in our values. It fuels clarity, conviction, and authentic leadership.

At Not Stationary, this belief is woven into everything we create from our coaching programs to our planners. Because when you lead with your why, your goals no longer pull you away from yourself they pull you deeper into alignment.

What Are Values and Why Do They Matter?

Values are your internal guideposts — the deeply held beliefs that shape your choices and behaviors. They help define what success really means to you. While goals are what you want to achieve, values determine why those goals matter in the first place. Without values, goals can become directionless or driven by external pressure instead of internal clarity.

The Science of Motivation and Meaning

Studies in positive psychology show that people are more resilient and motivated when their goals reflect their personal values. Intrinsic motivation — doing something because it’s meaningful — is more sustainable than chasing rewards or approval. When values are at the center of your goals, the process becomes more fulfilling and the outcomes more impactful.

How Goals Lose Meaning Without Values

It’s easy to set goals based on what we think we should want. Promotions, pay raises, follower counts — they’re tangible, but not always fulfilling. When goals are misaligned with values, they can lead to stress, burnout, or a sense of misdirection. You might achieve success by conventional standards, but feel no closer to who you really want to be.

Start With Values: The Not Stationary Philosophy

At Not Stationary, we don’t believe in setting goals just for the sake of being productive. We believe in progress with purpose. That’s why both our A5 Yearly Planner and our 12-Week Undated Planner include a dedicated values worksheet — to help you reflect, define your core values, and set meaningful goals that actually energise you.

How to Identify Your Core Values

Begin by reflecting on moments in your life when you felt proud, fulfilled, or deeply connected to something. What principles were being honored? Our planners guide you through this process with journaling prompts and values discovery tools. The goal is not just clarity, but congruence — setting goals that mirror your true self.

Turning Values Into Actionable Goals

Once your values are clear, they become powerful filters for decision-making. Instead of setting goals based on external expectations or quick wins, you begin choosing goals that feel deeply aligned with who you are and how you want to live.

Let’s say one of your core values is well-being. That value on its own is meaningful, but to make it practical, you need to translate it into daily behaviours and choices. Your goals could then reflect that value in ways like:

• Committing to a consistent movement routine that supports your energy and mood

• Prioritizing sleep by setting boundaries around screen time and work hours

• Designing your workweek to include breaks that protect your mental clarity and prevent burnout

When values lead the way, your goals shift from being performance-based to being purpose-driven. Instead of vague ambitions like “be healthier” or “reduce stress,” you start setting goals like “walk outdoors for 30 minutes every morning” or “turn off emails after 6 pm.” These are clear, actionable, and deeply connected to what truly matters to you.

This alignment is what turns goals into more than just tasks. They become habits that reflect your identity, intentions that strengthen your integrity, and milestones that move you toward the version of yourself you most want to be

Track Progress With Purpose

Rather than only tracking metrics or checkboxes, ask: Does this goal reflect my values? Am I becoming more of who I want to be? Our planners encourage both reflection and action — they’re designed not just for planning tasks, but for shaping a life aligned with what matters most.

Final Thoughts

You won’t get what you really want until you know what matters most. That’s why every goal-setting journey should begin with values. When you align goals with your deepest beliefs, you unlock motivation, clarity, and long-lasting fulfillment. At Not Stationary, we’re here to help you start with purpose, because when your goals reflect your values, success becomes truly personal.