A post may be associated with quite different conflicting goals, some problematic. Suppose a mediocre professional hockey player tends to become embroiled in brawls during games. His thuggish conduct pleases fans, and raises ticket sale revenues. If the purpose of professional hockey is to create profits for hockey team owners, the mediocre hockey player may be more qualified for a position on the team than better players. The carpenter with excellent skills and an unwillingness to do shoddy work may not be qualified for a job with the construction firm whose profit-maximizing business strategy is to build cheap affordable houses. Similar issues can arise in the nonprofit sector. An international aid agency may do better to hire photogenic young aid workers, who will attract favorable press coverage, rather than workers more able to do the work that will help the agency's intended beneficiaries.