I’m not sure the article fully gets there (he’s clearly driving business for his own course), but the general idea is that you don’t set a “goal” of a thing you

I’m not sure the article fully gets there (he’s clearly driving business for his own course), but the general idea is that you don’t set a “goal” of a thing you hope to accomplish - you should be fully envisioning who that future you will be - and what they do every day…then start doing that. So the quest is about who you want to become, while the goal is just an aspiration without a real vision.