I like having different levels, so I feel successful (if nothing ever materializes in the form of a sale). I will, at the very least, have a successful experience regardless.

Level One: Expectations - I expect to learn how to write a book properly, and so on.
Level Two: Goals - It is a goal to become published.
Level Three: Pipe Dreams - It is a pipe dream to sell my intellectual property and/or become a best selling author.