This paper addresses a "goals paradox" which suggests that both congruence and diversity in organizations' goals influence success in collaboration. Using extensive empirical data, we develop a framework which portrays goals as an entangled, dynamic and ambiguously hierarchical web of variously perceived, higher and lower level goals that can be characterized across six dimensions: level, origin, authenticity, relevance, content and overtness. We then explore the paradox in terms of the framework, and so propose a much elaborated theoretical understanding of it. This provides theoretical and practical understanding relevant to management and governance in and of collaboration.