Soft and hard
The hard stuff is measurable, quantifiable and easy to put into a spreadsheet. This concrete stuff gives you an easy way to demand a bonus or track progress.
The soft stuff is merely essential, the real reason you do what you do.
Ironically, then, hard is easy and soft is difficult.
The question, I guess, is whether or not you and your team spend most of your time on the hard stuff, merely because it's easier to measure, to argue about and to hide behind?