economic consequences.Lead measures supposedly cause the outcome.for example,if the number of defective products is decreased(a lead measure),does this result in a greater market share(an outcome or lag measure)? Does a grater market share(acting now as a lead measure),in turn ,result in more revenue and profit( lag measure)? these question reveal the vital role of cause-and-effect relationship in expressing an operational model of a strategy-a strategy that can be expressed in a testable format.in fact, a testable strategy can be defined as a set of linked objectives aimed at an overall goal.