Goal setting within a business can be fraught with start-stops, discontinuity, extra-processing, and long wait times from ideation to implementation. Poorly designed goals that do not connect up, down, and across an organization can do more harm than good. That harm evidences itself in the form of team mistrust, employee dissatisfaction, failed projects, and poor performance. Moreover, if corporate goals change too frequently, the organizational change management curve and many individual contributor change management curves can’t keep up, leading to–you guessed it–team mistrust, employee dissatisfaction, failed projects, and poor performance.

By being clear about what the company does and its differentiator(s), the average individual change management curve gets shorter and individual morale/competence improves–all else the same. Since the average individual curve shortens and individual outcomes improve, the organizational change curve (aggregated curve) gets shorter and overall outcomes improve.