You would think this would be easy for the company to see, i.e. that they cannot develop measurements because the mission is absent or unclear, but don't give human beings so much credit! We have a phenomenal ability to ignore the obvious in the interest of avoiding conflict and emotional pain, and therefore no one will ask how they are supposed to measure the achievement of a mission if it is absent or unclear. This represents some fantastic and nuanced challenges associated with leading and implementing a new strategy. It also shows the delicate nature of strategic management, i.e. if one component is out of alignment or inaccurate in some way, the entire organization can go off target... That can be very damaging or even cause firm failure. What are your thoughts about this? Have any of you ever experienced a situation where a mission (or goals) are unclear, and yet you have been asked to measure how well they are being achieved? Please share those experiences with us. Incorporating examples from our personal experiences helps our brains to fully grasp concepts because it is more meaningful to us