It’s January: The season of goal setting, good intentions and grand resolutions. It’s a fresh start to a new year and an opportunity to re-envision the future we’d like to build for ourselves. January is the month of new gym memberships, new app downloads and new habit trackers.

It makes sense that many businesses run on a calendar year and use this annual cadence to set performance targets. Yet the convention of setting personal goals at the beginning of the year introduces a host of challenges for us humans.