I think they're sometimes called identity goals https://www.psychologytoday.com/us/blog/ulterior-motives/200905/if-you-want-to-succeed-dont-tell-anyone https://

I think they're sometimes called identity goals https://www.psychologytoday.com/us/blog/ulterior-motives/200905/if-you-want-to-succeed-dont-tell-anyone https://www.psychologytoday.com/us/blog/ulterior-motives/200... Though I wonder how far can this idea can be traced.