The author casts this in moral terms which is useful in grabbing attention (moral competence vs moral incompetence!), but I'm not sure how those two labels and

The author casts this in moral terms which is useful in grabbing attention (moral competence vs moral incompetence!), but I'm not sure how those two labels and concepts as he describes them are any different than the neither-moral-nor-immoral standard management practice of trying to focus oneself and others on outcomes rather than effort. I am not sure "moral" is truly the right word for what the author is discussing... morality is not just about the outcome, it's about what you are aiming for. If you aim for the wrong thing, that is a moral failure, moral incompetence if you will. But that is not what the author is talking about. True, it is good to be effective and obtain a desired outcome, particularly one that you or others think is good, but I'd point out that this "moral competence" and what another early poster mentioned, "effective altruism", are not that dissimilar from earlier concepts and discussions of ... "wisdom".