Although whether something is successful or not is generally accepted according to certain norms, there is plenty of grey area in the middle, which means success can be argued about. Therefore, many people define successfulness according to pre-ordained criteria. For example, a business may set itself a target of achieving a certain level of turnover within the forthcoming year. If it reaches this, then it declares itself as successful and deems itself to have failed if it does not. These measurements of success are usually self-appointed, however. Indeed, they may be altered according to changing conditions. As such, there is no independent measure of success that applies in all cases.