Numerous books, articles, and journals talk about goals. When it is about an organization, we have three actors who work on it.
Leader: His job is to visualize a future and come up with a roadmap in achieving it.
Customers: Customers are the path setter. They help leaders showing the future and creating organizational goals.
Employee: An employee has to work shoulder to shoulder with the leader. An employee’s personal goal and organizational goal needs to have symmetry. It will be wreckage otherwise for the organization.
It makes hiring and on-boarding an initial set of customers more challenging.