On the wall of my company office there is a large inscription:
WE HELP CLIENTS IMPLEMENT THEIR DREAMS
Note that the inscription refers to dreams, not goals. There is a difference. Goals are essential, the very stuff of successful business growth. But goals are the junior partners of something bigger.
When Bill Gates founded Microsoft, he had a dream of seeing a PC on every desk. This was in the antediluvian epoch of massive mainframes occupying thousands of square feet. You couldn’t call Gates’s dream a goal. It was too remote and unreasonable. Rather, it was a creative vision, an idea of the possible. It saturated his company and shaped its DNA, while he was busy meeting goals like raising finance and making a deal with ...