The ‘Enough is Never Enough’ Addiction: Liz Bradford on Chasing Goals vs. Fulfillment

In a recent LinkedIn post, Liz Bradford discusses a pervasive challenge faced by high-achievers: the insidious nature of an addiction to achievement that can lead to feelings of emptiness despite outward success. Bradford frames this not as a lack of success, but as a fundamental misalignment in what individuals are pursuing.

Bradford highlights the cyclical pattern that often traps leaders. She describes how the temporary satisfaction from hitting a goal quickly dissipates, leading to an immediate search for the next objective. This constant pursuit, driven by a dopamine cycle, means the ‘bar’ is perpetually moving, leaving individuals in a state where ‘enough is never enough.’

High-achievers underestimate how sneaky this addiction is.

The Dopamine Cycle of Achievement

Bradford elaborates on this cycle, explaining that the immediate aftermath of reaching a milestone is fleeting. The brain’s reward system, she suggests, is quickly re-engaged, prompting the question, ‘What’s next?’ This relentless forward momentum, while appearing productive, can mask a deeper issue.

As Bradford points out, this constant striving can paradoxically lead to a disconnect between external markers of success and internal feelings of contentment. ‘This is why so many leaders feel successful on paper yet empty in reality,’ she writes. The core issue, according to Bradford, is that these individuals are ‘chasing goals, not fulfilment.’

Shifting from Achievement to Values-Driven Leadership

The crux of Bradford’s message centers on a critical shift in perspective. She advocates for moving away from a life dictated solely by external achievements towards one guided by internal values. This distinction, she argues, is fundamental to sustainable success and genuine fulfillment.

To illustrate this point, Bradford shares a poignant anecdote from her coaching experience:

I once coached a partner who said: ‘I’ve spent 20 years climbing a ladder that’s leaning against the wrong wall.’

This metaphor powerfully captures the essence of pursuing goals that are not aligned with one’s core values. The effort expended is significant, but the direction is fundamentally flawed, leading to a sense of wasted time and effort.

Achievement vs. Values: Direction and Sustainability

Bradford contrasts the impact of achievement-driven living with values-driven leading. ‘Achievement adds speed,’ she notes, emphasizing that it propels individuals forward rapidly. However, she posits that without a foundation of values, this speed lacks purpose.

In contrast, ‘Values give direction,’ Bradford states. When actions and aspirations are rooted in deeply held values, individuals gain a clear sense of purpose and meaning. This, in turn, fosters a sense of sustainability in their success.

Success built on values feels sustainable. Success built on validation feels exhausting.

Ultimately, Bradford encourages introspection, posing a direct question to her audience: ‘What are you chasing and is it truly yours?’ She frames this as an essential ‘soul searching session’ for anyone seeking a more fulfilling path, differentiating between success that is externally validated and success that is internally recognized and deeply satisfying.