If you're somewhere between 20 and 100 years old you've been trained to believe that a meaningful life is based on setting goals and pursuing them.
So the new twist to proclaim that goals are for failures, but systems or projects are for winners, is probably hard to swallow.
Behind this new twist is something called 'goal culture' - the premise that a purposeful life pursues goals and the wasted, meaningless, boring life has no goals.
Goal culture makes us utilitarian about how we actually live our lives - everything must have a purpose, a focus, a contribution to our goals.
It says that doing nothing is a recipe for disaster - and filling-up our calendars and our days and every spare minute is lived in focused regard for our goals.
And the assumption is that unless we're playing the game of goal culture we can't live a successful life.