Set goals in the context of thinking big. Too often, goals are grounded in the customary way of doing things in the industry—and there is little sense in expending substantial energy swatting flies. Some companies that find themselves in a comfortable niche are happy with the status quo. But employees don’t like to be associated with mediocrity. Leaders who have grander ambitions and ask for more from the workforce are inviting employees to participate in a bigger story than the one to which they are accustomed: that’s not a bad invitation!