Traditional goal setting doesn't take into account trade-offs. You should be aware and discuss those while goal setting. From the example: Company Goal: Make

Traditional goal setting doesn't take into account trade-offs. You should be aware and discuss those while goal setting. From the example: Company Goal: Make more money Sales: We'll help make more money by focusing on closing deals in our pipeline Product: We'll help make more money by focus on new and exciting product offering in an untapped market On the surface these both line up to the goal of "make more money" but there were unspoken trade-offs which undermined execution: - Product didn't focus on current offering causing sales to flounder - Sales wasn't focused on pre-sales of new product so new product isn't helping the bottom line either.