"When preferences are uncertain, decision-making becomes hard."

Companies with unclear or conflicting values (or clearly-stated values that are inconsistently practiced) tend to breed unproductive politics and (eventually) fraud.

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and there's also more widespread problems:

1) people often use the same words to refer to different configurations of desired goals and acceptable tradeoffs,

2) people seldom even think about what configuration of tradeoffs they are willing to make to achieve their desired goals (no matter what michael porter says they should do!)

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