Strategic alignment between company goals and project goals can be a persistent problem in project management for several reasons:

1. **Lack of Clear Communication**: Often, there is a disconnect between what the executives envision as company goals and what project teams understand. Inadequate communication can lead to misinterpretations of these goals.
2. **Shifting Priorities**: Company goals may change due to market conditions, regulatory impacts, or competitive pressures. Projects that were once aligned may find themselves outdated or misaligned when priorities shift.
3. **Insufficient Stakeholder Involvement**: If key stakeholders (e.g., upper management, customers) are not sufficiently involved in the project initiation and planning phases, the project may not accurately reflect the current strategic goals of the organization.