Just one year ago this weekend, I took myself to Waco for my first solo business retreat. I had just put in my two weeks’ notice at my 9-to-5 and was dreaming up what my life would look like as a full-time entrepreneur. But as I’ve learned this past year, goal setting when life is unpredictable requires a totally different mindset.

I completely pivoted and renamed my business. Then came my first hire – an actual employee (!!). I worked more than I ever have in my life—late-night study sessions in college have nothing on 25-year-old Erin—and (kinda) spontaneously moved to Austin. It’s been a year of growth, hustle, rethinking everything, and redefining what success even means. Amazing, soul-searching, and well… unpredictable.

That unpredictability has changed how I think about goals. The traditional frameworks—like 1-year or 5-year plans—feel harder to commit to now. When life shifts so drastically in just twelve months, how can I expect my vision of the future to stay the same? It’s made me rethink my entire approach to goal setting.

Instead of chasing rigid, quantifiable outcomes and checking off milestones on a strict timeline, I’m leaning into something softer: gut-check goals. These are the goals rooted in direction, not deadlines. They give me clarity without boxing me in. They allow space for growth and for surprise.

Here are a few examples of what that actually looks like in my business right now:

• I know I want a business that sustains itself — which means hiring more support as needed, but not rushing the process. Growth at my own pace still counts as success.

• I know I want to help female entrepreneurs show up confidently online. Right now, that looks like social media management and 1:1 coaching. But I’m open to what that evolves into as I grow alongside my clients.

• I really want to write a book. But instead of forcing myself to crank it out on a week-long writing retreat, I’m allowing the ideas to come naturally. I’m capturing thoughts in the moment, building momentum slowly—and enjoying the process more because of it.

I’m still someone who loves structure. I’ve built more business plans and tracked more metrics than I can count. But the pressure to hit SMART goals has often left me overwhelmed, anxious, and disconnected from the “why” behind the work.

Here’s a perfect example: in my original business plan for Her Digital Legacy, I wrote that I wanted to hire my first employee within five to seven years. And then… I did it in year one. I had underestimated myself and overcomplicated the timeline. That one moment taught me a lot about trust—trusting my instincts, my momentum, and my ability to pivot when the opportunity is right, not just when the calendar says so.

Goal setting when life is unpredictable isn’t about giving up on ambition—it’s about making space for evolution. It’s about staying connected to the bigger vision without getting stuck in the details. And if this past year has taught me anything, it’s that the path might look wildly different than I planned… but it can still lead me exactly where I’m meant to go.

Written by Erin Hoy
Founder & CEO of Her Digital Legacy, Erin is a Personal Brand Strategist helping high-achieving women build legacy-driven, reputation-focused personal brands that open doors to bigger opportunities. Through tailored digital presence management and digital PR, she helps leaders step out from behind their businesses and into the spotlight where they belong.