Recent research reveals why some executives negotiate easier goals while others embrace ambitious challenges [The content of this article has been produced by our advertising partner.] When Elon Musk declared that Tesla aims to have “hundreds of thousands, if not a million” self-driving taxis on US roads by the end of 2026 in a CNBC interview, it was another example of a CEO setting a bold target publicly. Leaders like Musk often position themselves as visionaries, unafraid to shoot for the moon and literally, Mars. Not all CEOs share the same appetite. Since their compensation is often tied to company performance, many have chosen to set more realistic and sometimes conservative targets to minimise the risk of missing goals while maximising the likelihood of securing bonuses. So, what factors make a CEO set high goals or play it safe? “CEOs typically have their own vision and expectations, and sometimes possess unique information that others don’t have, which means they can meaningfully influence how targets are shaped in ways that reflect their preferences, priorities and insights,” says Wu Fan, Assistant Professor of Accounting at the Chinese University of Hong Kong (CUHK) Business School.
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