What does it mean to manage effectively? This paper discusses the historical problem of the criterion, stemming from skeptical thinkers, and applies it in a management environment. The aim is to highlight how awareness of criteria in judging outcomes may yield richer and more nuanced views of effectiveness. The argument begins by exploring the characterization of management actions and discusses how a distinguishing quality of those actions is that they’re oriented towards outcomes. The question is then how to assess outcomes (...) associated with effective management. The problem of the criterion, which identifies the multiple criteria used in judgments, is introduced and discussed in connection with outcomes. A guiding question is, What are the criteria used to assess whether outcomes are associated with effective management? A central point in the discussion is that the assessment of outcomes in effective management is contingent upon the criteria that are applied. These criteria function as part of a contextual and complex network. Thus what are seemingly simple and obvious answers may be seen in a different and more nuanced manner once various criteria are identified. The management vision that emerges is one in which management is more layered than simply ‘achieving results.‘ For although results do matter, the network of criteria used to assess outcomes may present those outcomes in new and different lights. Management is seen as the art of recognizing varied possibilities based on the criteria used to assess outcomes. (shrink)