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The goal can change from year to year, quarter to quarter, if the organisation is good enough to achieve them in short time frames. Goals should change, as achieving a previous goal will unearth new opportunities and changing organisation environmental factors will change what success looks like. The goal must be communicated simply and be believable by the people required to deliver the goal. If no-one knows the goal other than senior management, then the intellectual capacity and experience of every single employee outside the management team will be turned to their own view of what the goal should be.
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