[samhw]

> Set the wrong incentives, get the wrong behaviors.

I don't mean this as a slight at your comment - rather at the shockingness of the reality that your comment (really) needed to be said - but isn't this blatantly implied by the meaning of the word 'incentive'?? I'm astonished that people keep not realising this. The whole culture of OKRs/KPIs at startups feels like it's tempting this problem - I don't see why any but a very small number of companies should need to optimise metrics which are non-obvious. Having an OKR/KPI which one needs to deliberately decide on feels like a very pungent 'bad smell' of an XY problem.