Fundamentals of Management, 8th ed

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Part 4: Leading

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Goal Difficulty

Goal difficulty is the extent to which a goal is challenging and

requires effort. If people work to achieve goals, it is reasonable to assume that they will

work harder to achieve more difficult goals. But a goal must not be so difficult that it is

unattainable. If a new manager asks her sales force to increase sales by 300 percent, the

group may become disillusioned. A more realistic but still difficult goal—perhaps a

30 percent increase—would be a better incentive. A substantial body of research supports

the importance of goal difficulty. In one study, for example, managers at Weyerhauser

set difficult goals for truck drivers hauling loads of timber from cutting sites to

wood yards. Over a nine-month period, the drivers increased the quantity of wood they

delivered by an amount that would have required $250,000 worth of new trucks at the

previous per-truck average load.

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