If you can bust out those few extra reps, you will be the guy people look up to, instead of being the one looking up to everyone. (fitnessandpower.com)
For the actual deadlifts, choose a weight that lets you do a few extra reps after you've completed your specified set. (fitnessandpower.com)
Then, center the entire focus of your workout program around «beating the logbook» by either adding extra weight to the bar on the following workout (usually 5 - 10 pounds for big compound lifts and 2.5 - 5 pounds for smaller isolation lifts) or squeezing out a few extra reps with the same weight (while staying in that 5 - 12 rep range). (seannal.com)