You’ve had a bright idea, given what feels like endless hours of thought to your business and worked on your company mission statement, which will shape culture and guide commercial activities. You’ve pulled the business plan together, developed a marketing strategy for the year ahead and set the company’s revenue targets to deliver incremental growth. You can pitch your product or service; you know who your customer is but who are you? And what matters to you and your team? Where’s the plan that guides your activities as a business owner, as an industry thought leader, or as a diverse collective of human beings?