Pooya Nikooyeh, Jared Sclove [Archive.org URL]

When companies set targets, we recommend starting with what’s theoretically achievable and adjusting this figure downward only when there’s clear evidence that certain actions are unrealistic. People arguing for a lower number ought to shoulder the burden of proof and be challenged to support their case with facts. In short, they must answer the question “why can’t we do this?”

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