I have a question as to what the positive and negative symbol means when we apply it next to a measure for a balance scorecard. I found a sentence in the book that states that each measure has a "+" or "-" to indicate whether the measure will increase or decrease, essentially something you expect to to increase or decrease over time. However, could another way we could at the "+" or "-" is if a measure can affect the company in a good or bad way. For instance, an example of a measure for the customer category is customer satisfaction, would this be a "+" measure since this could only be a good thing for the company, satisfied customers lead them to buy more things from the company which can increase profit; or is this not a way I should look at it