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Make things better by making better things.
Expectations often define the limits of greatness.
The lost art, then, is how to set these things.
Too narrow, and we haven’t done anything innovative. We played it safe.
Too wide, which is usually the realm of something that has never been done before, which is not likely to happen. Maybe it could. But probably not.
The sweet spot is just a bit further than we think is possible. This is where discomfort and insecurity meet. It is the space for something great and something daring.