Define Where You Want To Go

By: Sara Urquhart; Photos by Brooke Dennis and Justin Hackworth for Alt Summit

I find one of the most common mistakes in life and business is not approaching opportunities with a sense of purpose. Whether it’s a collaboration, sponsorship or in-person event, the lack of a clear purpose guarantees the lack of a clear win.

In Alice in Wonderland, Alice asks the caterpillar, “Which road do I take?” and the caterpillar logically asks, “Where do you want to go?” Because Alice doesn’t know, his reply is simple: “Then it doesn’t matter.”

No one wants to believe such indifference applies to her own efforts, but it’s true: if you don’t know where you want to go, it doesn’t really matter what you try. You must establish a purpose for each business partnership you engage in, and understand what success looks like for you and your partners.

The work you put in to clarify your goals, vision, purpose, and how you’ll measure success will pay off in spades if you really take the time to understand the outcome you desire.