I did HOW many trips this year??

This weekend I was on a flight back from speaking in 2 states over 2 days, feeling incredibly fulfilled, energized and grateful.

I got to speak to over 11,000 entrepreneurs…

I got to make an impact, doing what I love.

AND the fact that I got to bring Noémie with me on this trip made everything feel way more meaningful… that I didn’t have to “choose”.

But… it did get me thinking.

Do I really want to do this much travel in 2025?

I did a quick scan of my calendar and realized I went on 19 trips this year.

Incredible, and I’m so grateful for the opportunities… but, is this something I want to repeat next year? Probably not…

I know what I do want, but how often am I stopping to think about what I don’t want?

I thought back to the concept of Anti-Goals that I read in Andrew Wilkinson’s book.

Instead of setting ambitious goals for everything they wanted to achieve, they set “Anti-Goals”—a list of everything they didn’t want. Their aim was simple: to enjoy their work, to avoid burnout, and to live a life that actually felt good on the inside, not just impressive on the outside.

So, as we’re all in the 2025 goals mindset, I thought it could be useful to dive into this concept and how this approach could transform your life, your productivity, and probably even your happiness.

1. Why Traditional Goal-Setting Isn’t Always the Answer

We’re often told that setting big goals is the only way to achieve success.

But here’s the thing: ambition, unchecked, can become a trap.

Many successful people end up with lives that look great on the outside—wealth, recognition, influence—but feel overwhelming and unfulfilling on the inside.

They’re burnt out, exhausted, and always chasing the next milestone.

?? Hi! Been there, done that, got the t-shirt.

Anti-Goals challenge us to think differently. Instead of focusing on what we want to add to our lives, Anti-Goals ask us to think about what we want to avoid.

This inversion, inspired by Warren Buffett’s partner Charlie Munger, can be powerful. Munger’s philosophy is simple: If you know what you don’t want, you can design your life to avoid it.

2. Creating Your Own Anti-Goals

To get started with Anti-Goals, ask yourself this question: What would my worst day look like?

Imagine a day that feels completely draining—where you’re dealing with things that frustrate you, exhaust you, or pull you away from what really matters. Write down every detail that comes to mind. Maybe it’s a packed calendar, back-to-back meetings, dealing with people who drain your energy, or being obligated to travel frequently.

Here’s an example of an Anti-Goal list, inspired by Wilkinson’s approach:

• Avoid long, unnecessary meetings.
• Keep the calendar mostly clear, with no more than 2 hours of scheduled time per day.
• Don’t engage with clients or partners who don’t feel like a good fit—even if it means turning down opportunities.
• Never work with people who create unnecessary obligations or make you feel like you owe them something.
• Don’t set up rigid office hours—work from wherever feels best.
• Avoid early morning meetings and allow time for restful sleep.

By identifying these Anti-Goals, you create a clear picture of what you don’t want. And from there, you can make intentional decisions to avoid these situations whenever possible.

3. Building a Business That Feels Good

Anti-Goals aren’t just about avoiding discomfort; they’re about creating a life and business that feel fulfilling and sustainable.

When you design your business around what you don’t want, you’ll find that your days become lighter, your work feels more aligned, and you’re better able to focus on what actually moves the needle.

Think about it: If you’re not drained by meetings, you have more energy for deep work.

If you avoid clients who don’t align with your values, you’ll have more space for those who truly appreciate your expertise.

By avoiding the situations that sap your energy, you’ll have more time and mental clarity to focus on what brings you joy and fulfillment.

4. How to Implement Anti-Goals in Your Daily Life

Once you’ve identified your Anti-Goals, start incorporating them into your daily routine. Here are a few ways to get started:

• Set Boundaries Around Your Time: If one of your Anti-Goals is to avoid a packed calendar, block off time each day that’s reserved just for you. Use this time for creative work, self-care, or simply to recharge.
• Decline Misaligned Opportunities: It’s tempting to say yes to every opportunity, but if a potential client or project doesn’t feel right, trust your intuition. Saying no can free up space for the right opportunities that align with your values.
• Limit Obligations to Others: Choose relationships and business deals that feel balanced, where you don’t feel indebted or pressured. When obligations pile up, it’s easy to feel like you’re losing control of your own schedule.
• Create Flexibility in Your Environment: If being tied to an office is one of your Anti-Goals, look for ways to add flexibility. Work from a coffee shop, a park, or wherever you feel most inspired. A change of scenery can do wonders for your productivity and mental clarity.
• Protect Your Rest and Well-being: If early mornings aren’t your thing, set a rule to avoid scheduling meetings before a certain time. Remember, your well-being is non-negotiable, and prioritizing rest is essential to doing your best work.

5. Why Anti-Goals Are So Powerful

Setting Anti-Goals can be strangely liberating.

They give you a sense of control over your time and energy, and they serve as a guide for making decisions that support your ideal lifestyle.

Instead of constantly pushing for more, Anti-Goals remind you to focus on better.

They help you create a life that’s not just successful but genuinely enjoyable.

Think of Anti-Goals as your personal roadmap for staying grounded, aligned, and intentional. They allow you to avoid the common traps that lead to burnout and to design a business that feels fulfilling from the inside out.

Try Setting Your Own Anti-Goals

Take a few minutes today to jot down your own list of Anti-Goals.

Think about what you want to avoid and how you can structure your business and life to honor that vision. Remember, sometimes the path to a better life isn’t about adding more—it’s about taking things away.

Here’s to building a business that not only looks good on the outside but feels good on the inside, too.

XO Natalie

?? Run, do not walk! Our pink planner has just been restocked online in Walmart, they sold out so quickly last time. If you missed it, we just launched two beautiful 2025 planners in Walmart across America: one in pink + one in green.

?? Did I STEAL Bossbabe? Well, that’s been the rumour on YouTube for the last 7 years… so this week, I finally sat down and did a tell-all. This one is really juicy, and you’ll probably learn some things about the company you didn’t know. Watch here.

This week, I also announced my involvement and investment in another company, and the reason I got involved is that I want to bring this resource to our entire community. I WISH I had this when I started my business, it is the holy grail for every single business owner. Grab one here and start fresh, organized and dialed in next year.

Eliminating “Dead Weight” in Your Business

Eliminating dead weight means letting go of offers, projects, or habits that no longer serve your growth.

• Audit Your Offers: Cut anything low-profit or draining.
• Evaluate Projects: Stop what isn’t moving you closer to your goals.
• Drop Unproductive Habits: Let go of busywork and distractions.

Free up energy to focus on what drives real results. Retiring something isn’t failure—it’s making space for what’s next.

Calling all CEO Mamas:

Early next year, we’ll be launching the CEO Mama Membership, a community designed to help you thrive in both business and life.

This isn’t about doing more. It’s about doing what matters.

Here’s what’s included:

• Monthly Masterclasses: Actionable, tactical masterclasses from top-tier experts to help you move through the biggest challenges you’re facing. (More below)
• Monthly Coaching + Connection Calls: Connect directly with me and other coaches to tackle your biggest challenges, while connecting with your founding member community.
• Your Own CEO Mama Cohort: Every 3 months, you’ll be matched with a small group of moms based on your children’s age(s), business stage, and goals, to build a tight-knit and supportive village around you.
• A Highly Engaged Community: Collaborate with like-minded moms who “get it” and are on the same journey.
• Templates, Systems + Saved Time: We’re sharing with you every resource that helps us to work towards harmony as entrepreneurial mamas.?

Our founding membership is currently application only, so if you’re interested, fill in this quick form!