While we may not have control of some failures, we do have control of how we show up as leaders. This framework can help.

How do you keep pushing onward when your heart isn’t in it? In her research, Fishbach has identified some simple tactics: Set goals that are intrinsically rewarding, and make them very specific.

But businesses in trouble often adopt them in a desperate attempt to turn things around—and they nearly always fail. This is the stretch goal paradox.