That's a typical concept of writing: the conflict between a want and a need. Characters (and people) often don't grasp what it is that they need to be whole.

So if their goal is idk 'get rich' look at the underlying motive. Here for example '(assumingly) being more attractive to women', and think about what it says about the character and a problem of his and if there could be a better way to tackle this problem. Here his problem could be 'lack of self worth' and a better strategy would be to love yourself.