Why do you do what you do? What is the purpose of your business? Only few companies are able to answer such questions. People don’t by what you do, they buy why you do it. These were some of the lessons and truths Mrs. Lisa Cheong, Co-Founder and Managing Director of Indradevi Consulting Group, shared with us at the last CCBN meeting. After going through a process including taking stock of your company by using tools like PESTEL and evaluating your strategic plan, your team is ready to launch into defining its objectives in a clear and measurable way. We are thankful Mrs. Cheong created a learning friendly environment for the CCBN so that its members can reflect on their current situation and evaluate how to move forward.