Goal setting is so thoroughly established as a highly effective tool for motivating individuals and organizational action toward desired outcomes that managers rarely stop to ponder the dark side of goal setting. After acknowledging that goal setting is “the most effective managerial tool available," researchers Schweitzer, Ordóñez, and Douma, (2004) found that goal setting “motivates unethical behavior” (p. 422). Similarly, Latham (2004) observed that goal setting can generate manipulative game-playing techniques and unethical behavior. In other words, while goal setting motivates performance, it can also motivate cheating.