“…We suggest that as goals become extreme, there are complex yet predictable organizational effects that are likely to be negative except under a limited set of specifiable circumstances. Moreover, we contribute to scholarly thinking on organizational change and adaptation by examining why organizations would be drawn to using stretch goals as intentional, internally generated jolts or crises (e.g., Barnett & Pratt, 2000;D'Aveni & MacMillan, 1990), as well as the conditions under which such jolts might successfully or unsuccessfully trigger discontinuous advances in learning (e.g., Beer et al, 1990;Meyer, 1982;Romanelli & Tushman, 1994). Our theoretical analysis also advances the understanding of the little-known effects of unattainable goals (e.g., Garland, 1982Garland, , 1983Locke, 1982Locke, , 2004Rousseau, 1997) by examining the underlying mechanisms through which such goals can lead to collective outcomes.…”