“If you can’t do it better, why do it?” These famous words of Dow Chemical Company founder Herbert H. Dow begin the organization’s Campbell Award Case Study. It is this history of innovation, coupled with aspirational goal-setting and world-class expertise, that has enabled Dow to continue to reach and exceed its vision. In this study, readers gain insight into Dow’s transformational goal development process, including a look at incentives, empowerment, risk assessment, leading indicators, and more. Readers have the opportunity to put themselves in the shoes of Dow leadership and ask themselves, “What should we do next?”