This article addresses the persistent use of traditional annual performance review systems despite substantial evidence of their ineffectiveness. The authors argue that conventional performance appraisal and KPI regimes are institutionally entrenched relics of a more predictable, place-based work era, and that they continue not because they function well but due to structural inertia, perceived objectivity, and embedded ties to remuneration and compliance cycles. Key evidence includes a 2024 Betterworks survey finding that 44% of employees viewed performance management as a 'significant failure' and that employees were 57% less likely than leaders to believe it was working; a 2025 Cornell University Center for Advanced Human Resource Studies analysis identifying why traditional systems persist despite poor outcomes; and established social science warnings about Goodhart's Law — the tendency for metrics to distort behaviour when they become targets. The article concludes that continuous feedback, adaptable short-term objectives, multi-source input, and future-focused development conversations represent a more effective alternative, and calls on organisations to evaluate whether their performance metrics themselves generate growth, motivation, and accurate value capture. Key insights: Traditional performance systems persist not because they are effective but due to institutional embeddedness, links to pay and compliance cycles, perceived objectivity, and the high cost of overhauling them. A fundamental tension exists between using performance measurement for pay and promotion versus using it for learning and development — collapsing both into a single annual process undermines both goals. When metrics become targets, they lose validity as measures — employees optimise for the score rather than the underlying outcome, a phenomenon the article links to gaming behaviour, shortcut-taking, and depressed quality and collaboration. Practical takeaways: Organisations with persistent gaps between leadership and employee perceptions of performance management effectiveness may find the disconnect partly explained by the dual-purpose design of annual review systems. Continuous, real-time feedback mechanisms and multi-source input are identified in the cited research as more aligned with how high-performance work actually occurs compared to annual ratings-based assessments.