Research into vocational rehabilitation (VR) consumer service preferences has been limited. The current study describes the self-reported goals of 228 applicants to a VR program sponsored by the Veterans Administration (VA) and documents the relationship of those goals to participant background variables and outcomes. Participants endorsed a wide variety of goals for participation, including clinical and practical goals. Competitive employment was a goal of only 53% and was the primary goal of only 5%. The apparent contrast between the diversity of VA participant goals and the growing focus by VA rehabilitation professionals on competitive employment suggests that greater dialogue is needed between providers and consumers.