I rarely watch TV, but every now and again something appeals - like South Park. Last night I watched a re-run of the episode where Underwear Gnomes are stealing Cartman’s underwear. The boys follow the gnomes to the Cave of the Underwear Gnomes where they challenge them. The Gnomes reply “Phase 1 - steal lots of underwear. Phase 2 - Do stuff. Phase 3 - Makes lots of money!”

They didn’t know what “stuff’ they had to do, but had a clear objective in mind of making a non-defined “lots of money”. This is the story of most small businesses really.