When we set goals we are being intentional about achieving a specific outcome or result. Goals are either realistic, meaning we can achieve them or they’re unrealistic, in which case they’re unachievable or we’re unable to expend the effort required to meet them. Stretch goals, to a degree, fall in this last category and it means we have to expand our efforts beyond our normal levels of engagement or we have to grow and develop our capabilities and skills required to meet such a goal.
When I work with sales and account managers I always get them to agree that the target or goals that have been set for them are an indication of the level of salesperson they need to be or to become to meet the goal. Once they grow to that level of competence and thinking the target becomes achievable.