Goal specificity refers to the degree to which goals are concrete and unambiguous. Specific goals such as “visit one new customer each day,” or “sell $1,000 worth of merchandise a week” are more motivating than vague goals such as “keep in touch with new customers” or “increase merchandise sales.” For example, a lack of clear, specific goals is cited as a major cause of the failure of pay-for-performance incentive plans in many organizations. Vague goals can be frustrating for employees.