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You don’t make your measures your targets.
Example:
“Our customers hate us. We will make our employees get a 10 on their surveys for each customer or we’ll punish them” makes the measure a target.
“Our customers hate us, so we’re going to change our shitty policies to be more consumer friendly and see how our customers respond” keeps the measure as a measure.
So the difference is who decides what changes to make when interacting with the subject of the measure: workers vs management. Making the measure a target is basically a shitty management technique that abdicates responsibility.