Some people love to set super-ambitious goals, thinking that even if they don't make those goals, they'll still achieve more than if they set lower goals. Other people get a buzz with stretch goals. Give them more incentives, and they'll achieve more.

But over-stretched goals can be counterproductive.

1. Failure becomes excusable. Instead of challenging but achievable goals, piling unrealistic expectations on top of limited resources can lead to a culture of excuses and failure.
2. If we frequently accept excuses, failure becomes acceptable.
3. Once we've given people excuses and accepted defeat, we're too close to slipping into a culture where failure is expected.