In a customer conversation, what matters more: margin or long-term relationship? At the executive table, what matters more: growth or profitability? The question isn’t which is right. The question is whether you’ve clearly chosen. If that choice hasn’t been made explicit and shared, then every conversation and every investment is driven by local judgement instead of shared priority. Over time and across teams, what starts as incidental inconsistency compounds into something structural.   From the top, it can look clear. But...