---
title: "Choose conflicting goals"
description: "Integrative thinking from Roger Martin applied to culture."
canonical: https://tomsharman.com/bookshelf/unreasonable-hospitality/choose-conflicting-goals/
updated: 2026-11-03
---

# Choose conflicting goals

> Integrative thinking from Roger Martin applied to culture.

Will Guidara's framework, from Unreasonable Hospitality, pp. 90 to 99.

Framework 5 of 15 from [Unreasonable Hospitality](https://tomsharman.com/bookshelf/unreasonable-hospitality/index.md) by Will Guidara. Category: Hiring and teams.

## The steps

1. **Name two goals in tension.** For example hospitality and excellence.
2. **Refuse the either/or.** Commit to being good at both, as Southwest did with cost, customer and employee satisfaction.
3. **Let the friction drive innovation.** Explore the contradiction and embody both at once.

## Where it comes from

From chapter: Chapter 9: Working with Purpose, on Purpose, pp. 90–99

## The animation

24 seconds, 4:5, no sound.

- MP4: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/unreasonable-hospitality/choose-conflicting-goals.mp4
- MP4, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/unreasonable-hospitality/choose-conflicting-goals-dark.mp4
- Still: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/unreasonable-hospitality/choose-conflicting-goals.png
- Still, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/unreasonable-hospitality/choose-conflicting-goals-dark.png