The Scorecard
The goal you define determines the behavior you get.
The same role. The same employee. A different scorecard goal — and the daily decisions change completely.
Sales
Scored on revenue. Discounts freely to close deals. Margin suffers.
Sales
Scored on margin. Thinks twice before every discount. Holds the line.
Field / Service
Scored on tickets closed. Rushes jobs to hit the number.
Field / Service
Scored on first-call resolution. Takes the extra ten minutes. Callbacks drop.
Customer Service
Scored on handle time. Gets off the phone, not off the problem.
Customer Service
Scored on satisfaction. Stays on the call until it's actually resolved.
Management
No development metric. Stays in the weeds. Team stagnates.
Management
Scored on team growth. Invests time in people. The team gets better.
Get the goal right, and the behavior follows. Get the goal wrong — or skip the scorecard entirely — and employees will keep optimizing for whatever comes naturally. Which usually isn't margin.