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Alternative (and generally easier to understand) formulation: Once a measure becomes a target, it ceases to be a good measure.
See: grades, GDP, workplace metrics...
So how does a company manage anything if they can't use measurement targets?
Like software engineering. How do you improve productivity or code quality if setting a target value for a measurement doesn't work?
You don’t make your measures your targets.
Example:
“Our customers hate us. We will make our employees get a 10 on their surveys for each customer or we’ll punish them” makes the measure a target.
“Our customers hate us, so we’re going to change our shitty policies to be more consumer friendly and see how our customers respond” keeps the measure as a measure.
So the difference is who decides what changes to make when interacting with the subject of the measure: workers vs management. Making the measure a target is basically a shitty management technique that abdicates responsibility.