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Urgent action is required to ‘bend the curve’ on biodiversity loss. However, the ‘species goal’ (Goal B) unveiled in the recently released Zero Draft of the Post-2020 Global Biodiversity Framework (GBF) is inadequate for mobilizing conservation actions to achieve the outcomes required to halt and reverse species declines. Here we examine the limitations of the goal as presented in the Zero Draft and propose a more ambitious goal for species. The conservation community must ensure that the species goal of the GBF captures what is actually needed from a species perspective for the Post-2020 Framework to achieve its 2030 mission “to put biodiversity on a path to recovery for the benefit of planet and people”, lest the mission be doomed from the start.