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or ❌ Problem it was supposed to solve in the first place was the wrong problem

or ❌ Nobody actually wanted it

or ❌ We totally failed to understand the real effect of implementing this

or ❌ The goal was designed to benefit some individual / faction within the company, not the mission

or ❌ The goal was designed to benefit the bottom line / investors / some horrid systemic evil, and is net harmful to humanity / the world

(Yes, I consider that last one a failure too.)