Google often sets goals that are just beyond the threshold of what seems possible, sometimes referred to as “stretch goals”. Creating unachievable goals is tricky as it could be seen as setting a team up for failure. However, more often than not, such goals can tend to attract the best people and create the most exciting work environments. Moreover, when aiming high, even failed goals tend to result in substantial advancements.

The key is clearly communicating the nature of stretch goals and what are the thresholds for success. Google likes to set OKRs such that success means achieving 70% of the objectives, while fully reaching them is considered extraordinary performance.

Such stretch goals are the building blocks for remarkable achievements in the long term, or “moonshots”.