Note: The S.T.A.R.S. Framework is a proprietary methodology developed by Clare Treston through facilitating strategic planning for 200+ organizations via Australian government initiatives. This framework, along with the 8-type Moonshot classification system, is featured in the book “The Where and The Why: Craft a Clear Moonshot and Purpose to Make Your Team Happy and Successful.”
When President Kennedy declared “We choose to go to the moon in this decade,” he didn’t just set a goal—he created a Moonshot that unified an entire nation. That single statement transformed impossible into inevitable, inspiring 400,000 people to work toward something that had never been done before.
After facilitating strategic planning for over 200 organizations through Australian government initiatives, I’ve discovered that most teams set goals that are either too comfortable (leading to mediocre results) or too fantastical (leading to frustration and abandonment). The secret lies in finding that sweet spot: goals that are 80% impossible and 20% possible.
This guide provides a practical overview of my Moonshot goal creation framework. While these five steps will give you a solid foundation, the complete methodology in the book, “The Where and The Why” includes detailed facilitation processes, team alignment worksheets, and lots of real-world examples.
What Makes a Goal a True Moonshot?
A Moonshot goal isn’t just an ambitious target—it’s a specific type of goal that combines stretch with strategy. While traditional SMART goals focus on what’s achievable, a Moonshot goal focuses on what’s transformational.
The key difference? Regular goals ask “What can we reasonably accomplish?” Moonshot goals ask “What would we attempt if we knew we couldn’t fail?”
Research from Wharton School shows that 90% of leaders communicate visions so abstract they confuse rather than inspire teams. The solution isn’t more complexity—it’s crystal-clear ambition that anyone can understand and rally behind.
Step 1: Define Your 3-Year Vision
Before you can identify your Moonshot, you need to envision your destination. Your Moonshot emerges from a detailed picture of your organization’s future state. Ideally you would undertake this exercise with your leadership team. If you are a solopreneur, that’s fine to complete this by yourself. Action Exercise: Set a timer for 30 minutes and answer these questions about your organization three years from now:- What are you known for in your industry?
- What specific customers do you serve?
- What products or services do you offer?
- How has your team and culture evolved?
- What measurable achievements have you accomplished?
- What are you NOT doing anymore?
Pro Tip: Don’t edit yourself during this exercise. Write down everything that excites you about your organization’s potential future, even if it feels unrealistic right now.
Step 2: Identify a Potential Moonshot and Apply the S.T.A.R.S. Test
From your answers to the questions in step 1, did any jump out as a potentially exciting goal that can align the team? Evaluate your vision elements using the S.T.A.R.S. Framework—a proprietary methodology I developed through my work with 200+ organizations—to identify which could become your Moonshot:
The S.T.A.R.S. Framework by Clare Treston
S – Stretch Test: Does this goal push you significantly beyond your comfort zone?
Pass: “This feels 80% impossible but 20% achievable”
Fail: “We could probably do this with our current resources”
T – Tangible Test: Can you measure success clearly? And is it time-bound?
Pass: “500 healthcare clients by December 2028”
Fail: “Become a leading cybersecurity company”
A – Aspirational Test: Does this energize your team?
Pass: Team members say “That would be incredible!”
Fail: Team response is lukewarm or purely rational
R – Relevant Test: Is this aligned with your capabilities and market?
Pass: Builds on existing strengths in new ways (it’s 20% possible)
Fail: Requires completely different expertise or market
S – Singular Test: Can this unify all team efforts?
Pass: One big goal where every department can see how they contribute
Fail: Competes with other major priorities
Critical Rule: Never make your Moonshot purely financial. Goals like “double revenue” rarely inspire teams at an emotional level. Focus on impact, reach, or transformation instead.
Step 3: Choose Your Moonshot Type
Based on my analysis of hundreds of successful Moonshots, I’ve identified and classified eight distinct types. This classification system, developed through The Where and The Why methodology, helps you identify which approach best aligns with your organization:
The 8 Types of Moonshots (Developed by Clare Treston)
1. Quantity Moonshot
Dramatically scale a measurable aspect of your core offering. Example: “Produce 50 million sustainable packaging units by 2030”
2. Customer Acquisition Moonshot
Significantly expand your customer base in specific segments. Example: “Serve 5,000 ideal healthcare clients by 2029”
3. Geographic Moonshot
Expand into new territories or markets. Example: “Launch operations in five new countries by 2030”
4. Leadership Excellence Moonshot
Become the undisputed leader by setting new standards. Example: “Achieve highest patient satisfaction scores in the region by 2030”
5. New Business Model Moonshot
Transform how you create or deliver value. Example: “Transform to subscription-based business serving 20,000 clients by 2029”
6. Innovation Moonshot
Pioneer breakthrough solutions that seem impossible today. Example: “Develop first-ever blood test for early-stage cancer detection by 2031”
7. Social Impact Moonshot
Create significant positive change in society. Example: “Provide mental health access for every high school student in the country by 2032”
8. Environmental Moonshot
Lead the way in sustainability and environmental impact. Example: “Achieve Virgin Plastic Neutral status by 2031”
Quick Assessment: Which type immediately resonates with your team’s strengths and passions? That’s likely your Moonshot category.
Step 4: Write Your Moonshot Statement
Use this proven method to craft your Moonshot statement:
[Action Verb] + [Specific Target] + [Clear Timeframe]
Strong Examples:
“Protect patient data for 500 healthcare practices by December 2028”
“Launch Australia’s first carbon-negative construction materials by 2031”
“Become the most trusted independent marketing agency in the country by 2029”
Common Mistakes to Avoid:
Too vague: “Become a market leader”
Too comfortable: “Increase clients by 50%”
Too impossible: “Dominate the global market”
Financial focus: “Double our revenue”
Step 5: Create Your Implementation Foundation
With your Moonshot defined, establish the foundation for execution:
Immediate Next Steps (Week 1):
Team Alignment: Present your Moonshot to your team and gather feedback
Reality Check: Identify the top 3 capabilities you’ll need to develop
Quick Wins: List 5 actions you could take in the next 30 days toward this goal
30-Day Actions:
Break your Moonshot into stepping stone projects
Determine what you’ll stop doing to focus resources
Set up tracking mechanisms for progress measurement
90-Day Foundation:
Develop detailed project plans for Year 1 initiatives
Align team roles and responsibilities with Moonshot priorities
Create communication systems to keep the Moonshot progress visible daily
Establish regular review and adjustment processes
Common Pitfalls That Derail a Moonshot
The Comfort Trap: Setting goals that feel safe but don’t drive breakthrough thinking. Solution: If your team isn’t slightly nervous about the goal, it’s not ambitious enough.
The Fantasy Trap: Creating goals so impossible they demotivate rather than inspire. Solution: Ensure your Moonshot builds on existing capabilities, even if it stretches them significantly.
The Competing Priorities Trap: Having multiple “Moonshots” that divide focus and resources. Solution: Choose one unifying Moonshot that other goals support rather than compete with.
The Financial Focus Trap: Making revenue or profit the primary Moonshot. Solution: Focus on impact, transformation, or achievement that naturally drives financial results.
Don’t Forget The Why: Your Rocket Fuel
Here’s the truth that most leaders miss: even the most perfectly crafted Moonshot will run out of steam without the right fuel. You can have the clearest destination in the universe, but without emotional power to sustain the journey, your team will stall when obstacles arise.
That’s where Purpose comes in—your organizational “Why” that transforms your Moonshot from a target on the wall into a mission that matters. While your Moonshot engages the head with its clear metrics and timeframes, your Purpose ignites the heart with meaning that transcends quarterly results. Together, they create what I call “mission synergy”—where progress toward the Moonshot validates the Purpose, while the Purpose sustains motivation through inevitable setbacks.
NASA didn’t just aim for the moon—they pursued “New hopes for knowledge and peace.” That deeper Why turned a technical challenge into a quest for human advancement. Your Moonshot deserves the same rocket fuel. Without it, you’re asking your team to climb a mountain just because it’s there. With it, you’re inviting them on a journey that matters.
Discover how to define your organizational Purpose using the E.T.H.O.S. Framework →
Get The Complete Implementation Guide
Ready to turn your Moonshot into reality? The complete step-by-step process, including detailed facilitation guides, team alignment worksheets, and implementation templates, is available in “The Where and The Why: Craft a Clear Moonshot and Purpose to Make Your Team Happy and Successful” by Clare Treston.
The book includes:
- Complete facilitation guides for Moonshot workshops using the S.T.A.R.S. Framework
- Detailed breakdowns of all 8 Moonshot types with industry-specific examples
- The E.T.H.O.S. Framework for crafting your organizational Purpose
- Team co-creation activities tested across 200+ organizations
- Real case studies showing complete transformations
- How to align your Moonshot with your Purpose for maximum impact
Get The Where and The Why Book →
About the S.T.A.R.S. Framework
The S.T.A.R.S. Framework is a proprietary Moonshot goal methodology created by Clare Treston through facilitating strategic planning for over 200 organizations across diverse industries via Australian government initiatives. The framework identifies five essential criteria (Stretch, Tangible, Aspirational, Relevant, Singular) that distinguish effective Moonshot goals from either comfortable incremental goals or impossible fantasies. The S.T.A.R.S. Framework is featured in “The Where and The Why” alongside the E.T.H.O.S. Framework for purpose statements and the 8-type Moonshot classification system.
Clare Treston has facilitated strategic planning for over 200 organizations across diverse industries through Australian government initiatives. She is the creator of the S.T.A.R.S. Framework for Moonshot goals and the E.T.H.O.S. Framework for Purpose statements, both featured in her book “The Where and The Why: Craft a Clear Moonshot and Purpose to Make Your Team Happy and Successful.” Her proprietary methodologies combine breakthrough thinking with practical implementation to help teams achieve goals they once thought impossible.
© 2025 Clare Treston. The S.T.A.R.S. Framework, the 8-type Moonshot classification system, and The Where and The Why methodology are proprietary frameworks developed by Clare Treston. All rights reserved.