As such, the Kickstarter would always need to have a high bar, and not reaching it would always be a risk.

FORBES: Kickstarting Over - Good Night Lamp's Kick-Smart Response

For him the goal of reaching the top was always secondary to the process of getting there.

FORBES: The World According to Yvon

The takeaway from the evolution of the claim to Award is that you always need to be careful about reaching for the Moon because you could wind up flat on your face in the mud.

FORBES: FINRA Panel Splits On Award In Overtime Pay And Harassment Case

We wouldn't dare question the pace of innovation -- faster is always better -- but just as hardware appears to be reaching a steady state, it seems like owners should be able to hold on for phones longer, too.

ENGADGET: Editorial: Should your next mobile OS update cost you?

There was always a sleepwalker edging along the parapet of a skyscraper with his arms reaching toward the moon, or a werewolf starting to howl in the middle of Times Square, or a pyromaniac setting fire to the dock warehouses.

NEWYORKER: The Daughters of the Moon

For CMOs and marketing organizations, reaching and engaging consumers has become a frenetic, ever-shifting, always-on exercise.

FORBES: Six Things Every CMO Needs To Know In 2013

So we ought to get about the business of reaching an agreement on balanced deficit reduction that makes the sequester what it was always meant to be, which was eliminated by better policy.

WHITEHOUSE: Press Briefing

Conflicting national interests have always dogged the EU. Even so, Euro-optimists say, it has been able to take far-reaching, even unpopular, decisions in times of need.

ECONOMIST: Charlemagne