Yes, the ultimate goal is winning the Super Bowl, but that's not realistic every year. E.g., so Cleveland's goal for 2018 should be winning the Super Bowl? Hell, they're goal should be winning 2 games! Just kidding on that last one, a realistic goal for Cleveland would be something like winning 5 games.
For me, it is getting into the playoffs consistently simply because, if you don't get into the playoffs, you can't get to the Super Bowl. And getting into the playoffs in the NFC East isn't as easy as, say, the AFC South. Minnesota showed last weekend, anything can happen once you're in. Will I be happy getting in and not winning? Of course not, but I wouldn't say a team sucks because they didn't win a playoff game.
There's no shortage of naysayers on here that will say my expectations are too low. But a person has to set realistic goals or they will forever fall short and be miserable.