Region: General | Usage example: Every time we finish a milestone, the client moves the goalposts.

Move the goalposts

Meaning

Change the rules or expectations to make success harder to achieve.

Used in contexts where criteria shift unfairly.

Origin notes can vary by region and source; this page gives the commonly reported explanation and usage context.

Sports metaphor where shifting the posts alters the target.

Popular in business and politics to describe shifting standards.