Why Do I Forget About My Goals? (2026)
- Eric Kaufmann
- Dec 31, 2025
- 6 min read
Updated: 5 days ago
TL;DR: If you’re wondering why you forget about goals even when you write them down, it’s not a motivation problem. It’s how the brain filters information.
This post explains why visual reminders stop working, how executive function impacts goal follow-through, and a simple three-step system to help you remember, revisit, and actually make progress on your goals.
Table of Contents
Hi Friend,
I want to come clean about something: I didn’t accomplish half of the goals I set last year.
Some goals were too ambitious (turns out I don't have enough time to pick up tennis).
Yes, procrastination got in the way for others.
But the biggest obstacle? I forgot about them.
I had the time to practice Spanish for 30 minutes a week. I genuinely wanted to. And yet, week after week, it completely slipped my mind.
I wanted to call friends on the other side of the country. People I love. People I miss. And somehow, every week, busy little bee over here, spaced again.
I tried the classic advice: write down your goals somewhere you will see them.
So, I did. A pink sticky note still sits on my computer, and while it worked a few times, after a week, my brain stopped seeing it.
And the cycle repeated. No Spanish this week. Forgot to call again.
This begs the question: where should we write our goals so we don’t forget about them?
Turns out a visual cue is helpful, but it’s not enough.
Today, we are exploring a three-step process to help you write, remember, and actually make progress on your goals.
Let’s dive in.
Why do Visual Reminders Stop Working?
Improving executive function skills like working memory, self-monitoring, and goal-directed persistence can’t rely on visual reminders alone.
Our brains are designed to stop noticing things that don’t change. This has nothing to do with intelligence. It’s actually incredibly efficient.
Thousands of years ago, this kept us alive. Our brains learned to filter out the tree near the hut so we could focus on movement, danger, and food. If we processed everything in our visual field all the time, we’d be overwhelmed.
This is why a goal written on a whiteboard or sticky note fades into the background. Your brain decides, “This hasn’t changed. It must not be important.”
This "efficiency" has some drawbacks for neurodivergent adults who want to improve their executive function skills.
For example:
We put a sticky note next to the coffee machine to check our calendars in the morning. It works for a week. Then, before it can become a habit, the sticky note becomes invisible.
We write our weekly exercise plan in a notebook, close it, and forget to look at it until Saturday.
We set an alarm to remind us to pack our lunch each morning. Helpful for a while, but eventually we find ourselves silencing the alarm and leaving our lunch in the fridge.
Does this mean we shouldn't write down our goals? Absolutely not.
Writing down goals is important. But what matters more is how often and when we re-encounter them.
Why do I Forget About My Goals?
Here are the three most common mistakes I see:
First, people set outcome-based goals instead of action-based goals.
“Get healthier” sounds nice, but your brain doesn’t know what that means as we roll out of bed at 7:00 am.
Second, there’s no plan for when the goal will show up again.
Without a clear intention to revisit and reflect on progress, goals live in our working memory. And, working memory is not reliable, especially for most adults with ADHD.
Third, people rely on one visual cue and assume that’s enough.
Writing down goals is necessary. But our brains adapt quickly. That sticky note on the bathroom mirror stops grabbing attention long before the goal is complete.
What Happens When You Continually Forget Your Goals?
It erodes our self-confidence and self-trust, fueling the executive function shame spiral (I've written more about that here).
Then, when the year ends, we find ourselves sitting in the same place we were 365 days ago. Another year feels wasted.
We still aren't in shape.
The garage is still a mess.
We are still forgetful of important to-dos.
We spent hundreds of dollars on things that don't bring us lasting joy.
And the cycle repeats.
Because every time we set and forget about a goal, we add a layer to that story that so many of my clients tell themselves: "I can't even trust myself when I say I'm going to do something."
How to Write Goals So You Remember Them
Here's the beauty about executive function skills: they can be practiced and improved.
So, if you set but forget about your goals, try out the approach I teach to my adult executive function coaching clients:
1. Give your goals a home
Write all of your goals in one place. I use a whiteboard in my office. Nothing else is on it except my goals. You can use a Google Doc, notebook, the fridge, or your bathroom mirror.
Pro tip: Use Expo markers that can easily wash off your bathroom mirror.
2. Schedule goal dates
This is the step many people miss. We need planned re-encounters with our goals, or “dates” as I like to call them.
Just like a date with a person, make a “reservation” on your calendar. The key is to be intentional about the day and time of each date.
Maybe it’s a two-minute review while drinking coffee each morning. Or Thursdays at 5:00 pm with some tea, a Diet Coke…or a beer! (I'm loving the Sam Adams Winter White Ale).
3. Reflection and action
During your date, ask yourself three questions and jot down your thoughts:
What went well?
What didn’t go well?
What’s my next action?
For example:
What went well? I stuck to my grocery list.
What didn’t go well? I forgot to pack lunch on Tuesday.
What’s my next action? I’ll set a 7:55 am reminder to pack lunch.
Writing, typing, or voicenoting these reflections will increase the likelihood that you take action.
If you're looking for a worksheet with these reflection questions, you can download my weekly reflection toolkit for free here.
Summary
If you keep forgetting your goals even though you write them down, it’s not because you're lazy. It’s because your brain is designed to filter out things that don’t change.
For neurodivergent adults, improving executive function skills and remembering goals amongst a busy life means building systems that create intentional re-encounters.
Motivation, discipline, or more sticky notes won't help. Instead, try this:
Write down your goals in the same place (give your goals a home).
Schedule "lunch dates" or "happy hour" with your goals on your calendar.
When it's "date night", intentionally reflect and re-engage with your goals using three questions:
What went well?
What didn’t go well?
What’s my next action?
Goals stick when we review them regularly and continuously set small action steps.
If you want help building a simple reflection and goal check-in system that actually works for your brain, you can download my weekly reflection sheet here.
In service,
Eric
FAQs
Why do people forget about their goals even when they write them down?
People forget about their goals because the brain is designed to stop noticing things that don’t change.
Visual reminders like sticky notes and whiteboards fade into the background over time, especially for neurodivergent adults with ADHD, making goals easy to forget without intentional re-encounters.
Are visual reminders enough to help me remember my goals?
Visual reminders are helpful, but they are not enough on their own. Writing goals down matters, but what matters more is how often and when you re-encounter them. Without scheduled check-ins and reflection, even well-written goals disappear from working memory.
Related articles:
P.S. Free Mini Course: Break the Procrastination Cycle
Procrastination can seriously impact your mental health, physical well-being, and financial freedom.
My free mini-course, Break the Procrastination Cycle, teaches the 4 emotions behind procrastination, how to spot them, and a proven toolkit to manage them—all in just 30 minutes
If you or someone you care about struggles with procrastination, this course is here to help.
yes
About the Author
Eric Kaufmann is an Educational Therapist, Certified Executive Function Coach, and speaker. He is the Co-founder of UpSkill Specialists, an executive function coaching company that helps adults and workplace teams overcome disorganization, procrastination, and productivity roadblocks.
Want to learn more about 1:1 coaching? Click here.
Interested in hosting a workshop for your team or company on how to improve executive function skills in the workplace? Click here.
Looking for guidance on how to become an adult executive function coach? Click here.
