When a turbine is optimized, it is done within the design constraints established by the objective criteria in the international design standards used to certify a design. Since these criteria are multifaceted, it is a challenging task to conduct the optimization, but it can be done. The optimization is facilitated by the fact that a standard turbine model is subjected to standard inflow conditions that are well characterized in the standard. Examples of applying these conditions to rotor optimization are examined. In other cases, an innovation may provide substantial improvement in one area, but be challenged to impact all of the myriad design load cases. When a turbine is placed in a wind plant, the challenge is magnified. Typical design practice optimizes the turbine for stand-alone operation, and then runs a check on the actual site conditions, including wakes from all nearby turbines. Thus, each turbine in a plant has unique inflow conditions. The possibility of creating objective and consistent inflow conditions for turbines within a plant, for used in optimization of the turbine and the plant, are examined with examples taken from LES simulation.