Ep 09: Why I don’t set business goals in January — and what I do instead
SUPPORT SEASONS IN BUSINESS + BUY SARAH A COFFEE
〰️
SUPPORT SEASONS IN BUSINESS + BUY SARAH A COFFEE 〰️
January is often sold as the perfect month for fresh starts, big goals, and ambitious plans. Everywhere you look, there’s talk of new routines, new habits, and becoming a “better version” of yourself. But for many of us — especially in the northern hemisphere — it’s the darkest, coldest, and longest month of the year. Deep midwinter is naturally a time for rest, observation, and gentle beginnings, not a sudden leap into action.
In this episode, I talk about why I don’t set business goals in January, and how I approach the start of the year more slowly. Instead of rushing into goals or resolutions, I take time to notice what’s unfinished from the previous year, reflect on how I want the year to feel, and choose a guiding word to help me move forward — without pressure. Choosing a word, I’ve found, can be surprisingly powerful, offering direction and inspiration for the plans that will follow in spring.
Key takeaways from this episode
Why January can be the hardest month to set goals — and why that’s perfectly normal
How to embrace observation over action in the deepest part of winter
A gentler way to start the year: tying up loose ends and noticing what ideas are stirring
Why choosing a single word for the year can feel more supportive than a long list of goals
Reflection prompts and practical ways to ease into the year at your own pace
If you’re feeling overwhelmed by the idea of setting goals, this episode is your permission slip to move gently. There’ll be time for planning, for ambition, and for new projects — but for now, it’s okay to simply be where you are.
Links and resources mentioned in this episode
Download your Winter Planning Guide — for reflection prompts, seasonal inspiration, and gentle ideas to tend to your energy through the quietest part of the year.
-
Welcome to Seasons in Business, a podcast for creative business owners who want to build something thoughtful and sustainable, at a pace that actually feels good. I'm your host, designer and printmaker Sarah Phelps, and if, like me, you're craving a slower, more spacious way to grow, with a little gentle encouragement along the way, you're in the right place. So turn off your notifications, grab a cup of tea or coffee, and get cosy.
Hi everyone, and welcome back to Seasons in Business. Whether this is your first episode or you've been listening for a while, thanks so much for being here.
In the last episode, we talked about ending the year gently, with reflection rather than pressure. So today I want to talk about starting the year gently. Because that is actually an option.
For those of us in the Northern hemisphere, it’s the darkest, coldest — and let's be honest — longest month of the year. Deep midwinter. And while we're often told the start of a new year is the perfect time to make big changes and set big goals, the truth is that energy and motivation can be in very short supply. If you're anything like me, you'll probably find yourself reaching for the nearest blanket instead.
So, if you're feeling a little out of step with that busy New Year energy, and are quietly thinking, I'm just not there yet, this episode is for you.
I think we're all familiar with the usual messaging at this time of year: new year, new goals, new routines, new habits, a new “better” version of you. And while that approach really works for some people, it doesn't work for everyone. For some of us, it just doesn't feel right — because turning a page on the calendar doesn't magically shift our energy or motivation.
The days are short, energy is low, and expecting ourselves to shift gears overnight can feel like jumping out of bed and running a marathon, while we're still in our pajamas. And that's not a mindset problem. It's a seasonal one.
Traditionally, this wouldn't have been a time for bold action. For our ancestors, winter was for rest, maintenance, and quiet observation — not for pushing forward at full speed.
So if motivation feels hard to come by and you're struggling to feel inspired, it doesn't mean you're failing. It means you're responding perfectly normally to the season you're in.
And with all of that in mind, it's easy to see why when we sit down at our desks after the Christmas break, we're more likely to feel like taking a nap than set ambitious goals for the next twelve months.
And I think that's because goals ask a lot of us. They ask for clarity, optimism and forward momentum. They assume we know what we want from the year ahead, how much energy we'll have and what life will look like in six or twelve months. But if there's one thing I'm sure we all know, it's that life in December rarely reflects the plans we made in January — in life and in business.
Don't get me wrong, for a long time I felt like I should be setting New Year goals. Like it was a sign of being a serious, ambitious business owner. But every year I notice the same pattern: I'd set goals from a place of tiredness, I'd plan with low winter energy, and then I'd feel disappointed when those goals went out the window a couple of months later.
It took me years of trying (and failing) to set goals in January before I realised the problem wasn't me, it was timing.
And that's why this year, like many years now, I won't be setting goals in January. Because it's January.
Instead of jumping straight back into busy mode, especially when I don't really feel ready, I'm letting myself move more gently. For me, January is more about observation than action, so I'll see what feels unfinished from last year and focus on tying up the loose ends. Yes, I'll set goals, I'll just wait a little while.
One thing I really do enjoy in January is taking a little time to choose a word for the year. Now, this isn't a word that's attached to any kind of goal. It's a word that embodies how I want the year to feel. More of a quiet companion, giving me a sense of direction.
I'll write the word down and display it somewhere I can see it. Over the years I've used scraps of paper and sticky notes, but this year I'm printing a small card to make it feel a little bit more special. I'll return to that word and let it guide me through the year, especially at natural seasonal turning points, when I'm deciding what projects to take on, and when things feel a bit heavy or unclear.
In January last year, I chose the word “emerging”. For me, this was about stepping forward gently, about nudging myself just far enough out of my comfort zone to try new things even when they felt uncomfortable. Looking back over the last twelve months, I can see how that word did quietly shape the year. Surprisingly, as a very dedicated introvert, I found myself really wanting to reach out and connect — to share more of my experience and ideas. So I channeled that emerging energy and ended up launching this podcast, and my seasonal planning guides. Two things that weren't even on my radar in January last year.
And just last week, I chose my word for this year, “tending”. The next twelve months for me are about nurturing the people I've met, the resources I've developed, and the community I've started to create. It's not about pushing to scale quickly, but growing at an easy, gentle pace that feels manageable, and sustainable in the longer term. To follow the path I've begun and just see where it leads me.
Words can be surprisingly powerful, so I'm really curious to see how my year of tending unfolds.
And maybe you can take a quiet moment after this episode — with a cup of tea or on a short walk — and notice which words come to mind when you think about your year ahead. There's no need to force it, and you don't have to land on the words straight away. You might find one word, or a few, or nothing at all. And all of that's okay.
So if you're listening to this and the thought of setting goals already feels overwhelming, here's your permission slip.
It's January, the first of twelve months. You don't have to have it all figured out, and you don't need to feel motivated right now. You're allowed to ease in. You're allowed to rest, notice, and gently finish things. There'll be time for planning and there'll be time for goals. But for now, just be where you are.
I'm choosing a word, and I'm letting the year unfold season by season. And if that approach resonates with you, you're very welcome to join me.
So how about you? Do you choose a word for the year? Do you set goals, or do you have another January ritual that helps you start the year as you mean to go on? I'd love to hear your thoughts, so come and say hello over on Instagram or Threads @sarahandmaudeare, or drop me an email — my inbox is always open.
And if you've enjoyed the show today, please hit follow so you never miss an episode, maybe share it with a friend, or leave a quick rating or review. It really helps more people find the show, and it means a lot.
Thanks so much for listening, and I'll see you next time.
Listen and subscribe
You can listen to Seasons in Business wherever you get your podcasts. Make sure you hit follow or subscribe so you never miss an episode:
Apple Podcasts | Spotify | RSS Feed
If you’re enjoying the show, please leave a 5* rating and review — it really helps more small business owners discover it.
Join the conversation
I’d love to hear from you! Leave a comment below or reach out on Instagram or Threads.
You can also join my email community, where I share gentle seasonal business insights.
Get in touch
Have suggestions for topics or guests? Email me at podcast@sarahandmaude.com.
Recent episodes
