Why Greatness Cannot Be Planned: The Myth of the Objective

And any story beyond “I want to make the best thing I can make, whatever it is” are all undermining forces in the quest for greatness.

There’s a lot of career and life advice about setting goals. Goals are fine, even necessary, and measurable targets can be important management tools in business. (Research suggests that the simple act of writing down your goals24 can have a profound effect on outcomes.) But your desire to reach a goal is not going to get you there.