This is why companies get and use earnings reports. If the projections are not favorable, they take steps that are in the companies future best interest. Target's not popular with employees or consumers of their stores due to layoffs, but it is the best for the future of the company. Ryan's blind optimism or desperation is causing him to year after year ignore the projections. Going in each of the last several years, the team has operated like they expect to compete, in what appears, at least in part, to be an attempt make the employees and consumers happy at the expense of meeting future goals.