Too often, we’re presented with choices that don’t please us. We can pick one lousy alternative or the other. And too often, we pick one.

I was struck by Apple’s choice to put a glass screen on the original iPhone. Just six weeks before it was announced, Steve Jobs decided he wanted a scratchproof glass screen. The thing is, this wasn’t an option. It wasn’t possible, reliable, feasible or appropriately priced. It couldn’t be done with certainty, and almost any other organization would have taken it off the list of appropriate choices.

It was unreasonable.

And that’s the key. Remarkable work is always not on the list, because if it was, it would be commonplace, not remarkable.”