Very interesting article. I like James Clear. It actually fits very well with my goal setting process in some ways (and I run workshops in which I teach similar things),but I disagree that goals aren't important in business.
It's true to say that your system, as he calls it, is vitally important. If you have a goal and you don't have the system in place to get you there - the regular, consistent action that will gradually move you in a direction - then you will never reach it. A big goal on its own is as good as useless if you haven't worked out what realistic, practical action will actually get you to it. On the other hand, if you don't have some sort of goal, some sort of direction, how do you know what system to employ? You can end up aimlessly doing random things that don't really get you anywhere.
For some people, having a goal at all times is actually what keeps them motivated. This is, I think, especially true for creative people - the people who get excited about the idea, or the development phase. Without a big goal to work towards, they can become frustrated and bored and demotivated. So when you hit the first goal, you immediately set yourself another one so you can channel your creativity into how to get there.
Perhaps the problem is that many people focus so hard on their big goal, they forget about the system. They forget about the small daily tasks they need to do to get them closer to it. For me it's all about balance.