1. To change the target or objective of something, often during the process or discussion
The manager tried to shift the goal when it became clear they wouldn't meet the original target.
O gerente tentou mudar o objetivo quando ficou claro que não atingiriam a meta original.
2. To alter the desired outcome or success criteria, sometimes seen as evasive or dishonest
Don't shift the goal posts now that we've already started the project.
Não mude as metas agora que já começamos o projeto.