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Every day, entrepreneurs and small business professionals sit down to write (or re-write) their business plans. They focus on dollars, units, volume, customers. Their spreadsheets itemize expenses, advertising, technology and talent. They project revenues. They draw org charts. They set out plans to develop competitive advantages, new markets and loyal customers.

All of which is important and helpful and necessary.

Just not complete.

What’s often missing is a clear statement of the impact they want to make. In the lives of their clients, in their own lives, in the world. Maybe more than just a statement. A promise. Their promise to make a difference.

When you decide the impact you want to make, it will become the key to a winning strategy. Making money is actually easy; but it’s doing good work that drives real success.