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When I start working with businesses, be they small concerns, larger organisations or even freelancers, I explain that our first meeting will be a ‘getting to know you’ session. I’m finding out about them, their work, their lives. All of which I need to propel their development faster and further ensuring more focused growth. But my first question always stumps them…

I ask them to tell me their hopes and dreams. Both private and professional.

I get odd looks. Some dissimulation. And questioning, for sure. Why should these private, deep thoughts matter?

Well – they do. Your hopes and dreams provide the north star for your business. The point on the horizon, guiding the direction of travel. If your hard efforts don’t help you achieve one, some or all of these – why are you working? Therefore it follows that the route our business planning will take has to lead you in their direction. We need to know where we are going before we can start the journey.

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