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Why Your CAS Strategic Goals Need to Be Exciting and Risky

Author

Luke Templin
February 26, 2025

Read Time: 4:01 minutes

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Why Your Goals Need to Be Exciting and Risky

Blake Berke, a strategy coach, recently presented in The Kick C@$ Community about strategic goal setting. Two ideas stuck with me. The first was the concept of SMaRTER goals (yes, with an extra "E" and "R") — making sure goals are both exciting and Risky. The second was more personal: thinking about where you want to be in your life when your business reaches its ultimate goal.

Why Your Goals Should Be Exciting and Risky

We've all heard of SMART goals—specific, measurable, attainable, relevant, and time-bound. But let's be honest: SMART goals alone don't always move the needle. They can feel like checkboxes rather than real motivators. That is why I loved the concept of making the goal Exciting and Risky.

An Exciting goal is one that matters to you. If it doesn't light a fire inside, it's too easy to let it slip when things get tough. And things will get tough.

A Risky goal pushes you beyond what's comfortable. If you already know you can achieve it, is it a goal? Or is it just a task? Risky goals force you to grow, think bigger, and operate differently.

For CAS firm owners, an exciting and risky goal might be:

  • Scaling your advisory services beyond compliance work, even if it feels overwhelming

  • Building a business that runs without you, even if delegation is hard. That one is for me

  • Setting premium pricing that scares you a little instead of settling for what's safe

Designing a Business That Fits Your Life

The second big takeaway from Blake's talk made me zoom out. We set annual business goals—growth targets, new service offerings, hiring plans—but how often do we think about where we'll be in our lives when we reach those goals?

My future looks like this: my daughters will be almost out of the house. If they go to college, I want to have the kind of freedom my dad had. He tailgated with my friends at nearly every home football game, soaking in the experience. That's what I want—not just a successful business but a business that gives me that kind of freedom.

So now, when I sit down to rework my VTO (Vision/Traction Organizer), I'm not just thinking about revenue or team size. I'm asking: Does this business model allow me to be at those tailgates or travel to them? If the answer is no, I need to adjust the plan.

Set Goals That Matter

As you plan for the next year, ask yourself:

  1. Is this goal exciting enough to stay committed even when it gets hard?

  2. Is this goal risky enough to challenge me and push my business forward?

  3. Does this goal align with the life I want in the future?

We don't build businesses just to hit revenue numbers. We make them to create freedom—freedom to tailgate, travel, and spend time with the people who matter.

But here's the thing—setting big goals is one thing. Actually, following through? That's where accountability makes all the difference.

Accountability Groups

Big goals require big accountability. That’s why, in April, we’re launching accountability groups in the Kick C@$ Community—so you can connect with other CAS firm owners, stay on track, and actually achieve the goals you set.

And if you have questions about goal setting, scaling, or need a push in the right direction, Blake Berke is one of our eight community gurus, ready to share his insights.

This is your chance to stop setting goals that collect dust and start setting goals that create real change.

Now, if you need me, I’ll be sketching out a business plan that leaves my fall Saturdays wide open.

Thanks for reading, Luke Templin!

P.S. There are four ways I can help you grow your CAS offerings when you are ready:

  1. Join my How to Start Offering Advisory Services Cohort.

  2. Cannot wait until it starts? Check out the pre-recorded version here.

  3. Join The Kick C@$ Community to grow your CAS offering alongside others doing the same.

  4. Automated financial digests for your clients with FinDaily.io