Very often when I am working with a charity, a client or an individual – they cannot articulate what they want to achieve. Their goal. Their reason for being in business. Summarised in their elevator pitch or their 8 word statement is the vision or what they do.

the goal is where they want to be in 3 years time – 5 years time or 10 years time. This equally applies in a business deal or a negotiation. What do you want and does it make sense?