For example, Chen Brothers was a rapidly growing regional distributor of specialty foods. Its overall goals included growing profit, being a good place to work, and being seen as the go- to distributor for organic foods. These were all worthy goals. None of them, however, implied a particular strategy or action, although they can be seen as constraints (that is, these sorts of broad “goals” work like the rules of football in that they rule out a great many actions without specifying what the team should actually do).
