Set realistic goals and chip away at them — resist "crush it" culture

Aspirational goals that require heroic effort normalize crisis; realistic goals with steady progress normalize calm.

Why it works

Goals that require peak effort every week to reach create a permanent state of strain — any week that is merely good, rather than great, reads as failure. This normalization of urgency and overperformance depletes the recovery resources that sustained performance requires. Realistic goals with steady, incremental progress do not produce the dramatic variance, but they reliably produce better long-run output without burnout.

How to do it

1. Set the next period’s target at a level you are confident can be reached with good (not heroic) work.
2. For any goal that "requires" overtime or crisis to reach, ask: is this a real target or an aspiration misrepresented as a target?
3. Celebrate consistent progress rather than only breakthrough results.
4. Track the pace of compounding over months, not the drama of week-to-week sprints.

Evidence

Chronic goal overstretch and "stretch goal" culture are associated with increased stress and reduced long-term performance; sustainable pace research in software development supports the principle. (observational)

Some research suggests stretch goals can increase effort and innovation for well-resourced, motivated teams; the calm company argument is a specific counterpoint to the dominant "crush it" culture, applicable particularly when teams are already stretched.

Common mistake

Treating goal achievement as a sign to immediately raise the target to the next level, leaving no time to operate sustainably at the current level before the next escalation.