These made-up numbers then function as a source of unnecessary stress until they’re either achieved or abandoned. And when that happens, you’re supposed to pick new ones and start stressing again. Nothing ever stops at the quarterly win. There are four quarters to a year. Forty to a decade. Every one of them has to produce, exceed, and beat EXPECTATIONS. Why would you do that to yourself and your business? Doing great, creative work is hard enough. So is building a long-lasting sustainable business with happy employees.
