Why “I Want to Win” Is Not Enough
“I want to win”
One of the most common goals athletes set at the start of the season is winning.
A young footballer starting a new season may want to win the league, secure a place in the starting team or get signed for the next year. A rower reaching the end of regatta season may want to win more races, qualify for a major event or gain selection for the top boat next year.
Now, there is nothing wrong with wanting to win. I would argue that winning is part of competitive sports. Ambitious goals such as winning can help provide direction, create a sense of excitement and give athletes something meaningful to work towards.
The problem is that “I want to win” does not tell an athlete what they need to do next.
Winning often depends on more than one person. An athlete cannot completely control their opponents' ability, the decisions made by coaches or officials, or the performance of their teammates.
Athletes can, however, control how they prepare, communicate and respond to mistakes in training or competition.
Therefore, while winning might be the destination, athletes also need goals that help them understand how they are going to move towards this.
Outcome, performance and process goals
A helpful way of creating a plan for our new season is to distinguish between three types of goals: Outcome, Performance and Process.
Outcome goals:
Outcome goals focus on the final result, often in comparison with another athlete or team. The athlete can influence the outcome, but they cannot guarantee it.
Performance goals:
Performance goals focus on reaching a personal standard rather than directly comparing the athlete with someone else. Performance goals give athletes a clearer way of measuring their development and are often associated with less anxiety and better performance. However, they can still be influenced by factors such as playing time, injury, weather conditions and the quality of the opposition.
Process goals:
Process goals focus on the actions, techniques and behaviours an athlete wants to perform. A footballer’s process goals might include: Scanning before receiving the ball or Communicating early with teammates. A rower’s process goals might include: Following the planned pacing strategy, focusing on one technical cue during each piece.
These goals bring the athlete’s attention back towards something they can actively do.
Think of your goals like climbing a mountain
The top of the mountain represents your outcome goal. It is the destination you are trying to reach, such as winning a competition or earning selection.
Seeing the summit can provide direction and motivation. However, simply staring at the top of the mountain will not help you climb it. You still need to understand the route, monitor your progress and use the right tools along the way.
Your performance goals act like checkpoints on the route. They help you assess whether you are moving in the right direction. For a footballer, these checkpoints might include improving defensive consistency or creating more scoring opportunities. For a rower, they might include improving a 2k score or producing a more consistent race profile.
Your process goals are your compass and the tools you carry with you. They guide the actions you take each day and help you respond when the route becomes difficult. These could include scanning before receiving the ball, following a pacing plan, communicating effectively, completing your recovery routine or resetting after a mistake.
You may not be able to control the weather on the mountain, the terrain you face or how quickly other people are climbing. In the same way, athletes cannot control every selection decision, result, opponent or unexpected setback.
What you can do is check your compass, use the tools available to you, and focus on the next step.
Turn the destination into an action plan
Once you have identified your summit, the next step is to work backwards.
Ask yourself:
What performance improvements would show that I am moving in the right direction?
What daily or weekly actions would support those improvements?
What can I return to when pressure, mistakes or setbacks appear?
Setting an ambitious goal is often the easy part. Turning it into a practical plan can be more difficult.
I have created a free goal-setting guide to help athletes:
Identify their main outcome goal
Break it down into performance and process goals
Recognise what they can control
Create clear actions for training and competition
Review their progress throughout the season
To receive a free copy, email LB Consultancy with the subject line “Goal-Setting Guide” and I will send it directly to you.
You can also get in touch to arrange an initial conversation about how sport psychology could support your goals for the season ahead.