Speaker | Entrepreneur | Author

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Your Goal is Too Low

In Sweden, it's rare that someone dies in a traffic accident. Even though the number of vehicles and miles driven has doubled since 1970, deaths have decreased 80%. Why?

As this Economist article explains, Sweden has so few road deaths each year because their goal is to have zero:

In 1997 the Swedish parliament wrote into law a “Vision Zero” plan, promising to eliminate road fatalities and injuries altogether. “We simply do not accept any deaths or injuries on our roads,” says Hans Berg of the national transport agency.
— The Economist

Their goal isn't to have fewer road deaths; it's to have zero. And they've backed that goal with legislation, funding, attention, and planning.

Whatever your goal is, double it. And then set into action a plan that gets you there. Vague and wishful thinking don't accomplish much.

Sam DavidsonComment