> If you ask people to accomplish a loony amount of work this week, they’ll go, No way. Can’t be done. But if you tell them they’ll need to do that same bonkers

> If you ask people to accomplish a loony amount of work this week, they’ll go, No way. Can’t be done. But if you tell them they’ll need to do that same bonkers amount in a single week one year from now? They’ll think, OK, sure, I could do that. Really hit home.