Yeah, some people misunderstand goals vs expectation.
Using that template:
Goals:
1. Play in Big 12 title game
2. Finish in top 15 of CFP
3. Win bowl game (regardless of where we land)
4. Roster: Maintain performance of strongest position groups, improve less-effective groups compared to ’18.
5. Upset a higher-ranked team again, for buzz (along with no “should-win” losses)
Expectation:
Largely the same as "Goals," with possible exception of (1). I could live with upper-division finish, 8-win regular season and a good-level bowl bid.