Dan Kuida

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If you want evidence for that, all you need to do is stop in at your local bookstore and take a look at the magazine rack. There you will be reminded that you might want to change jobs, lose 15 pounds, start a company, find a date, get promoted, change your look, make a million dollars, buy a house, sell a house, or even complete a video game. In fact, almost anything worth doing is expressed as an objective.
Why Greatness Cannot Be Planned: The Myth of the Objective
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