Monday reflection: What am I trying to achieve?

The headline questioner anyone is - what am I trying to achieve? In a business this might be profitability, growth, impact  etc. etc. What are we trying to achieve at government, market and individual business levels? What is one generation or team in a business, trying to achieve and is it the same as other generations or teams in the business? This is the first but most important step in defining mission, goals and building strategy.. then we can ask some more questions and develop the answers.. so what are you trying to achieve?