E. Paul Whetten

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There can be a lot of hot air in stretch goals. They are useful, but not if they’re arbitrary, if they’re used as a tool to whip people into a frenzy of working harder. A stretch goal has basically two purposes. One, it can force you to think about doing things in a radically different way; two, it can help you to execute exceptionally well.
Execution: The Discipline of Getting Things Done
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