Excellence continues its reign as the most sought-after goal.  Manufacturing excellence.  Sales excellence.  Marketing excellence.  Leadership excellence.  Personal excellence.  You get the point, excellence in everything.  But here’s the thing: excellence shouldn’t be the focus, the pursuit of excellence should.  Recognizing this subtle shift in focus requires an understanding of the different types of goals. Too often, people and organizations only set outcome goals, the lag indicators of focused effort, not the lead indicators. Trophies, titles, and awards, or market share,