For three years I consulted to a major Formula One (motorsports) racing team. At the manufacturing plant in England they produce race cars. The job of the employees – the content – is similar to what the work done by any automotive manufacturer. They make cars. But on the race team, people work longer hours often for less pay than their counterparts. And they love their job. Why? It’s not what they are doing that matters. It’s why they are doing it that is the motivator. It is the context – being part of a winning racing team – that spurs them to perform their best. Goals are content. Aspirations are context. Aspirations help us see the big picture. Aspirations motivate and inspire us to bigger and better things. Goals can still be useful — in the content of a powerful aspiration.