Does the market trust your brand? Do you consider yourself a trusted advisor? These are vital questions to answer honestly.
It is important to know what you need to get done today, what projects you must prioritise and tasks your business needs to tick off. However, you also need a clear understanding of the ultimate objective; the long-term rationale behind what you’re doing.
For me, there is no better focus point than the idea of the Trusted Brand or Trusted Advisor.