Moving the Goalposts is changing success criteria whenever the prior criteria are met. It sits in the Cognition dimension (COG) of the Human Behavior Taxonomy™ as element HBT-COG-0487, within the Definition Fallacy family. The core principle: changing success criteria whenever the prior criteria are met. In incentive terms, it matters because it changes the payoff people perceive before they choose — which means it can be designed for, or exploited.
Scientific Definition
Changing success criteria whenever the prior criteria are met.
Plain-English Definition
Changing success criteria whenever the prior criteria are met.
Feynman Explanation
We hit the number. Now there's a new number.
Core Principle
Changing success criteria whenever the prior criteria are met.
Mechanisms
Changing success criteria whenever the prior criteria are met.
Pending editorial review.
Pending editorial review.
Pending editorial review.
Pending editorial review.
Pending editorial review.
Pending editorial review.
Inputs (Triggers)
Pending editorial review.
Outputs (Behaviors)
Pending editorial review.
Behavioral Signature
We hit the number. Now there's a new number.
Examples
- Targets quietly redefined after every quarter.
- Strategy where 'winning' is permanently one quarter away.
Pending editorial review.
Original analysis from The Incentives Lab — how this element behaves inside real payoff structures.
Why this element matters to incentive design
The mistake with this element is treating it as irrationality. It is almost always a rational response to a payoff nobody wrote down. The mechanism underneath it is straightforward: changing success criteria whenever the prior criteria are met. You can recognize it in the field by its signature: we hit the number. Now there's a new number. Every element in the Cognition dimension changes the perceived payoff of an action before the action happens, which is exactly where incentive design has leverage.
How it gets exploited
Left undesigned, strategy where 'winning' is permanently one quarter away. It is amplified whenever strategy where 'winning' is permanently one quarter away. Inside organizations that shows up as strategy where 'winning' is permanently one quarter away. The pattern is the same one Goodhart's Law describes: the measurable proxy attracts the effort, and the purpose behind it quietly loses funding.
How the Lab designs around it
The redesign move is to make the desired behavior observable, remove whatever currently pays for its opposite, and attach the reward to the behavior rather than to the noisy outcome downstream of it. The leverage is not in explaining the behavior to people. It is in changing what the behavior earns.
Famous Experiments
Pending editorial review.
Design Principles
Pending editorial review.
Measurement Approaches
Pending editorial review.
Evidence
Pending editorial review.
Pending editorial review.
The Perverse Incentive Lens™
How this behavior is exploited — and how to redesign around it.
Pending editorial review.
Pending editorial review.
Pending editorial review.
Interactive Mini Network
Click any neighbor to re-center the graph and follow the threads of connection.
Knowledge Graph Neighbors
Auto-linked to the rest of the Human Behavior Taxonomy by family, domain, dimension, and shared keywords.
Assuming the conclusion in the premise.
The conclusion is hidden inside the premise.
What's true of the parts is assumed true of the whole.
Because there's no sharp line, no distinction exists.
Quietly redefining a term mid-argument.
What's true of the whole is assumed true of the parts.
Constraining the option set to bias the decision.
Insisting on a word's original meaning over its current one.
Treating two things as comparable when they're not.
Assuming the truth must lie between two extremes.
Deriving 'is' from 'ought.'
Deriving 'ought' from 'is.'
Where Moving the Goalposts is cited in the corpus
Essays, field guides, and diagnostics from The Incentives Lab that apply this element.
- EssayGoodhart's Law in the Real World
How measurable proxies capture judgment.
- EssayThe Perverse Incentives Hiding in Your KPIs
Cognitive shortcuts turned into scorecards.
- ReferenceThe incentive glossary
Definitions for every mental model, bias, and fallacy in the corpus.
- CourseIncentives 101
The free ten-part primer on reading a payoff structure.
- ReferenceThe Periodic Table of Human Behavior
The full 1,267-element map this page belongs to.
Questions about Moving the Goalposts
- What is Moving the Goalposts?
- Moving the Goalposts is changing success criteria whenever the prior criteria are met. It sits in the Cognition dimension (COG) of the Human Behavior Taxonomy™ as element HBT-COG-0487, within the Definition Fallacy family. The core principle: changing success criteria whenever the prior criteria are met. In incentive terms, it matters because it changes the payoff people perceive before they choose — which means it can be designed for, or exploited.
- What is an example of Moving the Goalposts?
- Strategy where 'winning' is permanently one quarter away. The Incentives Lab catalogs everyday, organizational, and historical instances of this element on its Human Behavior Taxonomy™ page (HBT-COG-0487).
- How is Moving the Goalposts exploited?
- Strategy where 'winning' is permanently one quarter away.
- How do you design around Moving the Goalposts?
- Name the behavior you want in observable terms, remove what currently pays for the opposite, attach the reward to the behavior rather than a lagging proxy, and publish how you will detect gaming.
- Which behavioral dimension does Moving the Goalposts belong to?
- Moving the Goalposts is classified in the Cognition dimension (COG) of the Human Behavior Taxonomy™, family "Definition Fallacy", class "Logical Fallacy". Its permanent identifier is HBT-COG-0487 and its evidence grade is B.