Ironic Goals We often meet customers, and partners, who have amazingly lofty ambitions. They would, for example, like to become the ‘Google of the Finance Sector’ or the ‘Netflix of the Netherlands’. We love these goals, and their ambition, but what we see is that they often become ‘ironic’. A goal that is way beyond the capabilities of an organisation induces such terror that it actually causes them to move away from the goal. There’s a lot.