GOAL-MOVIE: The hero in every movie has a goal. This goal becomes the goal of the audience members. Dorothy in The Wizard of Oz had the goal to return home. The journey to achieve that goal is the story. The adventure along the way is what makes audiences cheer and squirm in their seats. The goal can also be called the Dream Realized.

GOAL-BUSINESS: The goal for a business is the goal you have for the customer using your products. It’s the Dream Realized that your products make come true for the customer. Making money for the owner is not a goal. To help save children’s lives with safe tires, like Michelin tires, is a goal people can get behind. Your customer must love and adopt the goal the business creates for them. The goal needs to be clearly stated and made well known.

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