Problem: Bert, VP Sales for ABC Company, was explaining to the CEO why they were 50% short of goal. “Our prospects tell my salespeople our pricing is 25% higher than our closest competitor, business is terrific so why risk change, and they (the prospects) don’t understand Web-based e-commerce yet.” Bert continued, “I can relate. We are pretty new. Maybe our goals are too ambitious.” Ms. CEO replied, “Those are all probably good reasons, but it’s your job to make goal, so deal with it.” (The CEO presented similar reasons to the Board of Directors for being off target.) Bert accepted that these were serious issues that had to be dealt with and worked with his people to make more effective calls. However, the environment didn’t change. Customers continued to have challenges around ABC’s solutions. ABC ended the year 50% off projection, Bert was gone and the new Sales VP took a new approach.