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Set ambitious goals, says a study.

Oil money has conjured up a pricey experiment in sustainability in a patch of desert between downtown Abu Dhabi and its airport. There, the city of Masdar ("the source") is rising. It is meant to signal a shift away from fossil fuels by hosting a variety of ecofriendly approaches, such as a system of subterranean electric cars--Personalized Rapid Transit--that whisk visitors and residents from point to point.

A study finds that companies best positioned to benefit from ambitious goals rarely pursue them. The study: "The Paradox of Stretch Goals: Organizations in Pursuit of the Seemingly Impossible," by Sim B.