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

1. **Lack of Clear Communication**: Often, there is a disconnect between upper management and project teams regarding the company’s strategic objectives. If the goals are not clearly communicated, project managers may pursue paths that do not align with the broader vision.
2. **Changing Priorities**: Companies evolve, and their priorities can shift due to market conditions, competitive pressures, or internal changes. Projects that started with clear alignment might become misaligned if there’s no continuous reassessment.
3. **Insufficient Stakeholder Engagement**: If key stakeholders are not involved in the project from the beginning, their perspectives on company goals may not be incorporated. This lack of engagement can lead to projects that do not meet the expectations or needs of the organization.