What to Do When the Target Keeps Changing
("I’m trying to focus, but they keep moving the damn finish line")
👋 Hey, it’s Jimmy. I’m in the middle of a sprint right now, except—no one can agree on where the finish line actually is.
One minute it’s “just get it live.”
Next minute it’s “wait, can we rework the narrative?”
Now it’s “let’s hold off until leadership syncs.”
I’m not confused. I’m just tired of pretending this is normal.
First: I’m done chasing moving targets
I don’t wake up excited to play corporate whack-a-mole.
So when the goal shifts, I don’t panic—I pause.
Instead of asking “what changed?” I ask “what stayed the same?”
Because even if the request flips, the intent rarely does.
And that’s where I lock in.
I ask:
Who’s actually impacted by this?
What’s still true underneath all the noise?
What would I still be proud of if no one gave me feedback?
Second: I build my own scoreboard
I don’t need five green lights and a parade. I need one clear outcome I can deliver. That’s it.
So I pick one:
Is this about speed? Then I’ll get it out fast.
Is this about polish? Then I’ll go deep.
Is this about showing we’re alive? Cool. I’ll ship a heartbeat.
The worst trap is letting uncertainty lower your standards.
"I don’t know what perfect looks like" becomes "so I’ll wait."
Not me. I move. I adjust later. I’m not reckless—I’m just not stuck.
Third: I get loud before things go sideways
When clarity is missing, silence becomes dangerous.
So I speak up.
Not in a “here’s a problem” way.
In a “here’s what I’m doing unless you stop me” way.
Because most managers don’t need more questions.
They need fewer surprises.
And if I’m wrong? Great. I’d rather course-correct at mile 1 than rebuild the car at mile 19.
Fourth: I stopped taking it personally
Let’s be real—I used to get annoyed.
“Why can’t they just figure it out before handing it to me?”
But now I get it. They’re reacting to heat I don’t see.
Half the time, they’re making it up on the fly too.
So I roll with it. Not because I’m passive.
Because I’ve learned that playing through the mess is the job.
Fifth: I move anyway
Waiting for perfect clarity is the professional version of standing in a doorway.
I’m not doing that anymore.
If the target moves, I take aim again.
If it moves twice, I recalibrate.
If it moves three times, I make my own damn goal.
That’s how I stay focused.
Not by locking in on one path.
But by staying too useful to ignore—no matter where the line is drawn.
Thanks for reading.
Next time someone says “let’s shift direction,” smile, nod—and steer harder.
More soon.
— Jimmy