4. Goals must be prioritized. There are three reasons for such prioritization. First, some goals are obviously more important than others. Given its mission, values, and resource constraints, an organization may be able to accomplish only so much in a certain time period. Second, some goals may conflict with one another. An example is managed care companies’ desire in the 1990s to increase market share and profitability simultaneously. Finally, certain customers are more important than others. (Prioritizing customers does not mean one may discriminate against patients based on such factors as age, gender, race, and so on.)