The logic is this: by setting and declaring a goal, we put ourselves on the line. By putting something at stake, we create something to lose. And because avoiding a loss feels psychologically twice as valuable as achieving a gain, setting and declaring bold goals triggers this force, unlocking radical motivation and decisive action. By declaring a goal publicly, I created something to lose: my credibility and public accountability to my followers.
I tried everything to fix it, including platelet-rich plasma therapy and hyperbaric oxygen therapy. I was gutted, but I had to face it: my challenge was over.
Of course, I was devastated that I didn’t achieve my goal. I had made the rookie error of going too fast too soon, and I was bitterly disappointed. But I also saw the bigger picture: I had brought my time down to 5:35, and my VO2 max had risen from 47 to 58. Nearing age 60, I was faster and fitter than I had ever been, and my running had leveled up. Moreover, people all over the world had started chasing goals of their own and sharing their progress. My 30 posts over eight weeks had reached close to 12 million people.
So, was it a success or a failure? In the final calculation, it was a success for several reasons. First, it engaged people in the importance of physical activity. Second, it proved my hypothesis: setting and declaring a goal takes you further than you would have gone without one. And third, even if you fall short of the destination, the goal—and the journey—will change you.
In 2025, I ran the London Marathon in 3 hours, 37 minutes and 40 seconds, a time that put me in the top 20% of all finishers. I could never have achieved that time 20 years ago, let alone before my 2022 challenge. This had a positive knock-on effect: my result in London meant I qualified for the Boston Marathon, and I ran an even faster time in that race.
In my case, one declared goal—even a failed one—led to another. My limits expanded. And in the process, I experienced the transformative power of setting and declaring goals.
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