There is that old saying that if you shoot for the stars, you might reach the moon.
It is a simplistic piece of life advice that is meant to be about setting big goals even if they are difficult to achieve because you might still do something special along the way. It is about always having something bigger to chase after.
Teams whenever they embark on a rebuild talk about building a championship team. They all know that winning championships is exceptionally rare. Especially when there are built-in disadvantages that come with being in a small market.