The 95-5 Rule: Why Focusing on Effort, Not Goals, Drives Success

(or how consistency beats talent every time)

Preface: This blog post is co-authored by Jens Keld Trinskj?r and Herluf Helt M?lgaard , both working at Danske Bank and jointly leading the Credit Journey development tribe as Tribe Lead and IT Lead.

I used to believe success was all about reaching big goals. But over time, I’ve realized that real achievement comes from continuous improvement - not just hitting a finish line, but constantly moving it forward.

Focusing too much on goals can make you feel uneasy, even when things slightly deviate from the plan. But even worse? I’ve found that once a goal is reached, progress often stalls. Without a mindset focused on improvement, success can quickly turn into stagnation.

That’s why five-time Olympic medalist Eskild Ebbesen developed a simple but powerful principle: the 95-5 rule. It’s the core idea behind his book Think Like a Winner and his public speaking tour. The concept is simple: spend just 5% of your focus on the goal itself and 95% on the effort and growth that gets you there. He calls this a winner’s mentality - closely linked to Carol Dweck’s growth mindset.

?? Read more about Ebbesen’s approach

How We Apply the 95-5 Rule in the Credit Journey Tribe

This mindset isn’t just for elite athletes - it’s something we apply every day in the Credit Journey Tribe.

We believe in constant growth, both as a team and as individuals. Every employee is encouraged to have a personal development plan (and we gladly fund relevant training). And when it comes to setting goals, we structure our Objectives and Key Results (OKRs) around progress, not fixed endpoints. Instead of rigid targets like “achieve X% market share,” we prioritize continuous improvements with words like “optimize,” “improve,” and “increase”.

This ensures we stay adaptable and always moving forward.

Two Powerful Lessons We’ve Learned

By focusing on effort over static goals, we’ve realized:

1?? There’s no finish line - only the next step. The moment you think you’re “done,” you start falling behind. Growth is a lifelong process.

2?? Consistency beats talent - every time. A little progress every day adds up to extraordinary results. Small wins, repeated over time, create unstoppable momentum.

The Mindset Shift That Changes Everything

This approach - combined with a trustful, open culture - has completely changed how we work. Challenges and failures aren’t setbacks; they’re opportunities to learn and improve. Focusing 95% on the process means celebrating small wins and finding lessons in every experience, no matter how minor they seem.

And on a personal level? This mindset has transformed the way I work and live. Instead of feeling overwhelmed by the pressure of hitting big goals, I now find joy in the process of growth. Every small step forward builds resilience, creativity, and a deeper sense of satisfaction.

It applies to every area of life - your fitness, your career, your relationships. Whether it’s eating healthier, improving at a skill, or becoming a better friend or parent, focusing on the process makes progress feel natural. Over time, this creates a virtuous cycle - a self-reinforcing loop that leads to even more growth.

Now, Over to You

How might your life change if you focused more on your effort and growth rather than just the end goal?

I’d love to hear your thoughts! What strategies do you use to maintain focus on progress and effort? Drop a comment below and let’s talk. ??