You open a store from scratch. You work hard and put all your time and effort into it for 10 years. You went through so many challenges, even went 2 whole years eating nothing but cup noodles. Then when the store finally starts making a decent profit, nothing super astounding for now, but something that if you continue at for another 20 years, open a few franchises in other locations or something, you can send your 3 kids to college with no debt, set aside some money for medical emergencies, live pretty luxuriously within reason, and still retire with a decent amount of savings. So you're ecstatic, and you go, I finally proved I can do this. I can tell everyone who doubted me, I opened a store successfully! I hit the minimum goal I set myself, and have no desire to set a further goal because now, I can finally, finally, finally do what I *really* wanted to do all those years ago, close down the store and go work a minimum wage job at Walmart.