When you hear the words “moving target,” how do you feel?

Many people find the phrase negative, the feeling of uncertainty arises, they have a sense of looming unknown.


Culturally, in the West, we find the phases to be off putting. We don’t want it. We don’t want to be it.

Because our dislike is so deeply rooted, we will do anything to not be a “moving target,” and in turn feel or elicit the negative emotions associated with it.

But what does that mean?

In business, if we are any good at what we do, we will be targeted. And if we aren’t moving, then we aren’t growing, evolving, changing, and reaching our full potential.

So for many of us we have this internal struggle of we need to be moving targets in business, yet we hate the idea of being a “moving target.”

House of Brand TVAli Craig