Embrace Expectations By embracing a fear of failure, we can lift our performance, using a healthy loss aversion to motivate us. Equally, it pays to hoist our sights if we aspire to be world class: to create for ourselves a narrative of extreme, even unrealistic ambition. It doesn’t even matter if it’s true, or reasonable, or possible; it only matters that we do it. In this way, we set our internal and team benchmarks to the ultimate. Inspiring leaders use bold, even unrealistic goals to lift their game and the power of storytelling to ‘sing their world into existence’. They tell great, vivid,
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