After extensive experience serving in the U.S. military, Peter Kofod became an entrepreneur in the field of rail infrastructure. In this episode, he tells Dan Sullivan and Shannon Waller about the different stages of his interesting and impressive journey so far.

Diversity and inclusion are vital, but not everyone completely understands what this means or how to best practice it. In his book The Inclusive Mindset, award-winning entrepreneur Justin Jones-Fosu explains how to cultivate diversity in your everyday life. Here, Shannon Waller talks to Justin about what led him to educating people on this topic and about his company, Work Meaningful, which is helping people improve workplace engagement and more.

Everyone has things they’re bothered by. These things create negative feelings, but often are not actually problems. In this episode, Dan Sullivan and Shannon Waller talk about recognizing when the only thing wrong with a situation is that you’re bothered by it, and what’s best to do in those situations.

Each of us primarily uses a certain type of thinking: either linear or associative. And a key to finding success and creating the best value lies in recognizing which way you think and how your brain works. In this episode, Dan Sullivan and Shannon Waller explain the different types of thinking and the best approaches to take advantage of them.

All bureaucracies can be described as systems of control, while entrepreneurial companies can be described as networks of cooperation. Though neither is necessarily bad, there are great differences between people who should be working for bureaucracies and those who should be entrepreneurs. In this episode, Dan Sullivan lists and explains the differences, and more.

Leaders of companies can often be tempted to jump the gun on a new project without properly considering all the factors involved or communicating with everyone who will be required to pull it off. And the results can be disastrous. In this episode, Dan Sullivan and Shannon Waller discuss all the aspects an entrepreneur needs to consider and communicate when it comes to a new project.

When circumstances change, some people will adjust quickly and be successful, while others will be paralyzed from taking action. When the world changed in 2020, some entrepreneurs immediately took advantage of existing technology and found success in a new way of doing things, while others were left behind. In this episode, Dan Sullivan and Shannon Waller discuss and explain the vital differences between these groups of entrepreneurs.

With so many different things vying for our attention nowadays, not everyone seems able to give someone their full attention in conversation, and this can lead to having weaker relationships and even missing out on opportunities. In this episode, Dan Sullivan and Shannon Waller discuss the value of one’s attention, and how people can protect their attention now and in the future.

We’re always looking forward to exciting things happening in the future, but when we actually get to those moments, it all feels completely normal. In this episode, Dan Sullivan and Shannon Waller discuss how important, exciting transformation is never something you can experience with a future event, but only in relation to something you’ve experienced in the past.

Unpredictable events can leave some people paralyzed from taking action. Entrepreneurs, though, are used to responding to unpredictable changes, and finding opportunities where others see only obstacles. In this episode, Dan Sullivan and Shannon Waller explain how Strategic Coach responded to the lockdown one year ago and what allowed them to act so quickly and effectively.

Entrepreneurs take 100 percent responsibility for their financial security but many overfill their schedules and end up becoming workaholics. The current virtual conferencing breakthrough has meant that entrepreneurs have gained as much as 30 percent of their time back, and while there might be the temptation to fill that time with more work, in this episode, Dan Sullivan and Shannon Waller explain why the best thing they can do is leave that time open.

It’s important for entrepreneurs to pay attention to people outside their company, but which ones are best to focus on? In this episode, Dan Sullivan and Shannon Waller provide the answer.

Technology is a huge part of our lives, but many of us take it for granted, and some are even overwhelmed by it. In this episode, Dan Sullivan and Shannon Waller explain how to have a better attitude toward technology, which supports so much of what we do.

Some people never feel successful no matter how much they’ve accomplished. In this episode, Dan Sullivan and Shannon Waller explain why a certain type of measurement always leads to feeling unsatisfied, and share the type of measurement that leads to actually recognizing your progress.

Successful entrepreneurs often feel anxiety and self-doubt that’s inconsistent with the external praise they’re getting for their achievements. In this episode, Dan Sullivan explains why entrepreneurs might feel like imposters—and how they can move past that.

While many people buy into the general narrative, which is someone else’s description of the world, entrepreneurs are different. In this episode, Dan Sullivan and Shannon Waller explain why entrepreneurs have to create their own specific stories, and how doing anything else is giving up control.

If you have big goals, the thought of all the work needed to get there can leave you feeling stuck. The better way is to find the right people for the jobs. In this episode, Dan Sullivan explains the “Who Not How” concept and how it’s been developed into a book.

Writing a book can be a lonely, gruelling process, and so most people who want to write a book don’t end up doing it. Dan Sullivan, though, is well on his way to achieving his goal of releasing 100 books over 25 years. In this episode, he and Shannon Waller explain the process, which involves multiple team members and multiple unique capabilities.

Many jobs and industries emphasize asking closed-ended questions, where the person asking either knows the answer or is leading someone toward a desired response. But those types of questions only reinforce ideas that already exist. In this episode, Dan Sullivan and Shannon Waller explain how asking open-ended questions creates breeding grounds for great new ideas.

Since we’ve been restricted in what we’re able to do during the pandemic, we’ve become more creative and made the most out of what’s available. In this episode, Dan Sullivan talks about how entrepreneurs’ sense of their productivity has and will continue to jump.

People all over the world have been using Zoom during the pandemic as a necessity, but that doesn’t mean it’s going to go away once business can be conducted in person again. In this episode, Dan Sullivan talks about the power that the communication platform provides, and how entrepreneurs can and are creatively using it as more than just a way to make video calls.

Entrepreneurs want to create new things, but some entrepreneurs are motivated to disrupt what already exists—and operating with that attitude can come back to haunt them. In this episode, Dan Sullivan explains the difference between disrupting and transforming, and how to go about increasing the value of everything through your innovations.

Entrepreneurs are aware of all the tasks that need to be completed to run a successful business, but if they try to do it all themselves, complexity arises and it’s simply not efficient. In this episode, Shannon Waller and guest host, associate coach Gary Mottershead, talk about why you have to find the right people when you just don’t have the skills, talents, and energy for certain tasks.

After entrepreneurs reach a certain level of success, they can feel “held hostage” by a variety of things, from competing through price cutting to not being able to hire the right people. In this episode, Dan Sullivan and Shannon Waller explain how the entrepreneur themselves is partly responsible for being stuck like this, and how they can make a decision and take action in order to free themselves and create a better future.

Strategic Coach® has been growing for three decades by sticking to our core values. In this episode, Dan Sullivan and Shannon Waller describe each of the four values and how they lead to attracting the right team members and providing the best experience and value to our entrepreneurial clients.

Dan Sullivan has been coaching entrepreneurs for nearly 50 years. In this episode, he and Shannon Waller discuss the key aspects of Strategic Coach® thinking tools and why they’re unique and invaluable to entrepreneurs.

David Braithwaite worked evenings and did everything else he thought all entrepreneurs had to do until Strategic Coach® taught him a better way: planning your days so that you’re taking effective time off—and getting more done when you’re on the job and dealing with clients. Here, he explains how The Entrepreneurial Time System® challenges the status quo and revolutionized the way he does business.

Wouldn’t any ambitious entrepreneur try to avoid negative experiences? In this episode, Dan Sullivan and Shannon Waller discuss why, instead, Dan lives by what he calls a “No-Rescue Policy” both personally and with his team.

You want to be yourself and provide unique value, so it’s not fair to expect other people to conform to your way of doing things. In this episode, Dan Sullivan and Shannon Waller talk about the importance of granting others the freedom to be themselves.

When our situations dramatically change, many people focus on the negatives and get paralyzed by them. But entrepreneurs are used to scary times. In this episode, Dan Sullivan and Shannon Waller discuss and give examples of how entrepreneurs can find opportunities and success when things don’t go as planned.

When events happen that disrupt our lives, it can be scary—but there are ways to be positive even now. In the conclusion to this mini-series, Dan Sullivan and Shannon Waller talk about how, with the right mindsets and strategies, scary times can lead to your best ever growth.

When events happen that disrupt our lives, it can be scary—but there are ways to be positive even now. In part 10 of this ten-part mini-series, Dan Sullivan and Shannon Waller discuss forgetting about your complaints and focusing on your gratitude.

When events happen that disrupt our lives, it can be scary—but there are ways to be positive even now. In part 9 of this ten-part mini-series, Dan Sullivan and Shannon Waller talk about forgetting about what’s missing and focusing on what’s available to you right now.

When events happen that disrupt our lives, it can be scary—but there are ways to be positive even now. In part 8 of this ten-part mini-series, Dan Sullivan and Shannon Waller share why it’s important to forget about the event and focus on the only thing you have control over: your responses.

When events happen that disrupt our lives, it can be scary—but there are ways to be positive even now. In part 7 of this ten-part mini-series, Dan Sullivan and Shannon Waller talk about giving up who you used to be and focusing on who you can be in this “new normal.”

When events happen that disrupt our lives, it can be scary—but there are ways to be positive even now. In part 6 of this ten-part mini-series, Dan Sullivan and Shannon Waller advise forgetting about the future you had envisioned and focusing on the only place you can take action: the present.

When events happen that disrupt our lives, it can be scary—but there are ways to be positive even now. In part 5 of this ten-part mini-series, Dan Sullivan and Shannon Waller explain what you need to do to forget about your difficulties and instead focus on the progress you can make.

When events happen that disrupt our lives, it can be scary—but there are ways to be positive even now. In part 4 of this ten-part mini-series, Dan Sullivan and Shannon Waller discuss forgetting about the opportunities that have been lost because of the current situation, and focusing on the ones that have been created.

When events happen that disrupt our lives, it can be scary—but there are ways to be positive even now. In part 3 of this ten-part mini-series, Dan Sullivan and Shannon Waller talk about the dangers of trying to make sales as if these were normal times.

When events happen that disrupt our lives, it can be scary—but there are ways to be positive even now. In part 2 of this ten-part mini-series, Dan Sullivan and Shannon Waller talk about turning your focus toward bringing value to your most important relationships.

When events happen that disrupt our lives, it can be scary—but there are ways to be positive even now. In part 1 of this ten-part mini-series, Dan Sullivan and Shannon Waller break down why it’s best to focus on others, and how best to do it.

What happens when you can’t plan for the future? What do you when your old ways of running your business, connecting with clients, and providing value are no longer relevant? In this second of two installments of Inside Strategic Coach, Dan and Shannon share proven strategies entrepreneurs can use to not only maintain their businesses during periods of instability and change, but grow their capabilities (and usefulness!) too.

What happens when the marketplace shuts down or people aren’t buying what you have to sell? What do you do when fear and anxiety have taken over? In this first of two installments of Inside Strategic Coach, Dan and Shannon share proven strategies entrepreneurs can use to not only maintain their businesses during periods of instability and change, but provide leadership and value at the same time.

Entrepreneurs often reach a point where they’re still making money but the work is no longer exciting or stimulating, leading to boredom and ultimately to poor decisions. In this episode, Dan Sullivan and Shannon Waller talk about what you can focus on and the ways you can take on new activities so that you’ll expand your world, love the work, and the money will just come in.

Unique Ability is one of our core concepts at Strategic Coach. In this special episode, associate coach Teresa Easler discusses the true value of Unique Ability and why understanding and utilizing your Unique Ability is so important as an entrepreneur. Among other invaluable lessons, Teresa tells the story of why she walked away from a $500K proposal because it didn’t utilize her Unique Ability and refutes the number-one complaint that prevents most entrepreneurs from fully utilizing their own Unique Ability.

If you’re like a lot of entrepreneurs, part of your mind is still on work when you’re away from the office. In this episode, Dan Sullivan and Shannon Waller talk about how to get real rejuvenation out of your days off.

What does an entrepreneur do once their company has grown 100x from where they started? In this episode, Dan Sullivan and Shannon Waller talk about growing 1,000x with their clients over the next 25 years.

It can be hard to succinctly convey ideas using words, but one diagram can communicate as much as ten written pages. In this episode, Dan Sullivan and Shannon Waller discuss how using graphics can be the best way to get your ideas across clearly.

Thinking about doing something you don’t like can be more unpleasant, and take longer, than actually doing it. In this episode, Dan Sullivan and Shannon Waller share how delegating tasks and changing deadlines can eliminate “dread time.”

Many people think that it’s impossible to be a hero in the world today, but they’re thinking of the wrong kind of hero. In this episode, Dan Sullivan and Shannon Waller talk about how entrepreneurs can go about becoming heroes to their customers by helping them change their lives.

Strategic Coach® is celebrating 30 years of coaching entrepreneurs to be bigger and better! In this episode, Dan Sullivan and Shannon Waller look back at how the company name and some of its core concepts came about.

Once an entrepreneur has achieved some degree of growth, it’s easier to take the next steps and grow exponentially bigger. In this episode, Dan Sullivan and Shannon Waller talk about how to continue growing, building on what you’ve already begun.

Strategic Coach® has been making dreams come true for entrepreneurs for 30 years and counting. In this episode, Dan Sullivan and Shannon Waller talk about how they’ve found lasting success by sticking to their coaching model in a changing world.

It’s a common myth that all entrepreneurs have to deal with competition, so many entrepreneurs convince themselves that they enjoy competing. But the truth is that there’s a way to operate completely competition-free and to be able to price your product or service without paying attention to what anyone else is charging. In this episode, Dan Sullivan and Shannon Waller explain how focusing on doing what you’re unique at means nobody can compete with you.

For a lot of entrepreneurs, the only options seem to be to tackle the activities they don’t like doing or else manage someone else as they do them. But in this episode, Dan Sullivan and Shannon Waller explain how you can instead link up with people so that everyone’s doing what they want to do while working toward your company’s goals.

Intelligence, smarts, and IQ are only part of the success formula for entrepreneurs. You can be the smartest person in the room, but if you’re not in the habit of taking action and recognizing opportunity, you have no advantage over anyone else. Dan and Shannon share the difference between your mind and your brain, and how to use them both for a rich and fulfilling life.

Most entrepreneurs charge according to what their competition is charging, but that isn’t the way to get what you’re worth. In this episode, Dan Sullivan and Shannon Waller talk about why setting your price should be determined by what customers will be willing to pay.

Most people are held back by how much time and effort they think is needed to get big results. In this episode, Dan Sullivan and Shannon Waller talk about a way of thinking that allows you to go against gravity.

Even if you know that you need an entrepreneurial coach, how do you know the differences and benefits of one-on-one vs. group coaching? Dan Sullivan and Shannon Waller share insights on how to make the right decision, and how the community you’ll discover in a Strategic Coach workshop is part of what keeps entrepreneurs with us for life.

Female entrepreneurs face obstacles that male entrepreneurs don’t because of expectations of both men and women. In this episode, Dan Sullivan and Shannon Waller explain how, if they stick with it and become successful, female entrepreneurs will eventually have advantages over their male peers.

A lot of entrepreneurs are motivated to introduce an idea that will disrupt an industry, but there will be negative reactions and consequences to taking that approach. In this episode, Dan Sullivan and Shannon Waller talk about how it’s better to focus on creating something new than to attack something that already exists.

Highly-charged emotional reactions are normal. Especially when you’re dealing with unexpected wins and big upsets. It’s what you learn from those experiences, however, that can have the biggest impact on your future success. In this episode, Dan Sullivan shares some personal life experiences that he transformed into big breakthroughs as well as a process you can use to take the good and bad from every situation and learn from it.

Managing is about being given answers, while coaching is about being asked good questions so you can come up with your own answers. In this episode, Dan Sullivan and Shannon Waller explain why coaching is what’s needed for entrepreneurs to keep growing.

Has it ever seemed impossible to make a lot of money off your new idea before competition swarms in? There are ways around this problem. In this episode, Dan Sullivan and Shannon Waller talk about how you can stay competition-proof while making as much profit as possible from your idea.

Bureaucracies are necessary for much of society to function, but they’re not a good fit for those who value unpredictability and positive recognition for being a hero. In this episode, Dan Sullivan and Shannon Waller talk about how the values that are unappreciated in bureaucracies are rewarded in the creative field of entrepreneurship.

A successful life belongs to those who can take their thoughts and turn them into action. But too many of an entrepreneur’s ideas never lead anywhere. What’s the solution? Grab a pen and paper. In this episode, Dan Sullivan and Shannon Waller explain how you can clarify your thinking and turn a thought into an achievement by writing it down.

No systems were designed with your needs or wants in mind, but creating your own world by designing an environment that’s totally right for you is in your power. In this episode, Dan Sullivan and Shannon Waller discuss accepting reality and making your own place in it.

If you have big goals, you might feel correspondingly big pressure, but there’s a way to think of your time that can free you up and get you focused. In this episode, Dan Sullivan and Shannon Waller talk about the positive effects of adopting a 25-year framework.

As Strategic Coach® enters its 30th year, Dan Sullivan and Shannon Waller discuss the tool that started it all — The Strategy Circle. Entrepreneurs can sometimes feel overwhelmed by the obstacles between them and their vision for the future. The Strategy Circle helps them think through a difficult situation and how to view opposition as an important part of the process.

It can be hard to know what feedback you should take to heart and what you should ignore, but if it’s the right audience, the audience is always right. In this episode, Dan Sullivan and Shannon Waller talk about why and how to use your clients as creative partners.

The greatest teacher is your own experience, says Dan Sullivan—paying attention to the entrepreneurial lesson from what worked and what didn’t in each situation. Here, Dan shares more on this favorite success strategy: “thinking about your thinking.”

It’s not your imagination—entrepreneurs really do think differently! Listen now to learn the 3 things that make you most unique, and how to use them to achieve even greater growth, happiness, and success.

There are no guarantees when it comes to finding success. But according to Dan Sullivan, if you put these three principles into practice, it’s hard to go wrong. Join Dan and Shannon Waller in an in-depth conversation to learn strategies for navigating pricing, profit, and the protection of your personal property.

Putting your trust in someone involves taking a risk, but entrepreneurs have to do it, and there are ways you can tell if someone is worth that risk. In this episode, Dan Sullivan and Shannon Waller share the five signs that someone is trustworthy.

How would your life change if you were given the gift of more time? How would you use it? Tune in to Dan Sullivan and Shannon Waller’s conversation about embracing procrastination and why it’s key to freeing up your time. Join them in the “1,000 ‘Who’d-Up’ Hours” challenge.

Some people seem to thrive no matter what life throws at them, while others seem only to complain, even when things are going their way. The difference between them? One has a consumer mindset, and the other, a creator’s. Listen now to learn why creators make the best entrepreneurs—and the happiest people.

On what occasions do you feel most irritated? In this episode, Dan Sullivan and Shannon Waller explore the things we give ourselves permission to be bothered by and why it limits our success. Discover the question that will challenge your perspective on how you handle things beyond your control.

Most entrepreneurs are self-proclaimed “workaholics.” It’s almost a point of pride. They feel accomplished by long hours, late nights, and the amount of time and effort they’ve put in. But with that often come burnout, boredom, frustration, fatigue, and a lack of enjoyment. This isn’t a good way for anyone to achieve results, especially an entrepreneur whose business and its success ultimately depend on them. In this episode, Dan and Shannon discuss the importance of taking time off, why it’s actually the first step in achieving bigger results, and how Dan uses his free time (22 weeks a year) to be even more productive.

When you’re the buyer of your own experiences, your whole life simplifies. It’s a mindset that puts you in charge instead of the world. Join Dan Sullivan and Shannon Waller for their discussion about intentional entrepreneurship, and discover why being the buyer is always more valuable than being the seller.

You became an entrepreneur because you knew you had something great to offer the world. But convincing other people it’s great isn’t always easy. It might seem counterintuitive, but if you want to ensure the continued growth of your business, you’ve got to think like a coach, not a salesperson.

Every time Dan Sullivan meets someone new, he considers himself “Number 21”—acknowledging that there are at least 20 other more important relationships in the person’s life. This is a mindset he cultivates to ensure he’s useful and valuable to every person he encounters. In this episode of Inside Strategic Coach, discover how making a lasting, meaningful impression is the way to leverage your relationships and opportunities.

If you feel more anxious than excited for new tech developments, you’re not alone. It can often seem like products become yesterday’s news before they’re even out of the packaging. Fortunately, we’ve got a failsafe solution for staying ahead of the technology curve: being grateful.

We all know that as we age, it becomes harder and harder to maintain our top physical health—so how do you get around that? Join Shannon Waller and Dan Sullivan for a discussion about the habit Dan believes is most important for staying creative and physically energetic regardless of your age.

You might think the biggest threat to your career is a bad idea or failed venture, but it’s actually something much closer to home. In this episode, you’ll learn why entrepreneurial boredom is a greater threat, not only to your business, but to your health, happiness, and overall well-being.

We all think differently, but so few of us take the time to experience and consciously observe how we, personally, think. Discover why taking ownership over how your brain operates is both freeing and increasingly valuable to other people. In the words of Dan Sullivan, “Play to win with the cards you have, not the cards you wish you had.”

One of the biggest frustrations for team members is not knowing what’s expected of them. But with this tool, you can take the guesswork out of job performance and build a team of confident, happy people willing to manage themselves (rather than relying on you for constant direction).

At age seventy, Dan Sullivan made a public commitment to write 100 books over 25 years — that’s one every quarter. Four years and 15 books later, he’s right on target, with a dream team of talented individuals all working together to make it happen. And the books just keep getting better. So if you’ve ever wondered how to transform a great idea into great content, or just how far teamwork can take you, this episode is for you. Listen now to hear how Dan goes from idea to published book … in just 30 hours.

Dan Sullivan doesn’t believe in being a disruptive business. That’s because being a disruptor means taking the easy route. It’s choosing profit over people, and that’s no way to stay ahead in the marketplace, or in people’s minds. Being a transformative business, on the other hand, takes real effort and vision, both of which get rewarded by happy, loyal customers. So, which would you prefer?

Collaboration is the key to a successful business. It’s also the only way to free yourself from falling into the most common entrepreneurial traps: working too hard, resting too little, and wasting energy on draining tasks. But if you do only those things you’re good at and enjoy, then team up with other people doing the same, you all grow together. The best part is, this model works no matter how you multiply it. This means that if collaboration within your business can lead to 10x growth, collaboration with another business can do even more—100x more, in fact. Because when you combine capabilities, everyone wins.

When you chose to become an entrepreneur, you accepted that you’d need to pull up your bootstraps and get down to work. If you didn’t do it, no one else would. But eventually, this mindset that worked so well in the beginning starts to hold you back.

In this episode, Dan Sullivan interviews a game-changing entrepreneur, Nick Cosentino, who has a very different vision for and approach to the financial services industry. Listen in as Nick explains his “Ideal Business Model” that has enabled him to multiply his growth by amplifying his client experience, constantly innovating, and adapting and adjusting to an uncertain and ever-changing industry landscape.

Your clients want to feel special, and they’ll remember the people and organizations that make it happen. In this episode, Dan Sullivan and Shannon Waller reveal how to create a first-class experience for your clients every step of the way, from your first phone call to your last meeting — without ever having to tell them you’re doing it.

Your next biggest “aha moment” or great idea might come from somewhere you least expect it. In this episode, we hear from two successful entrepreneurs with a specialty in dentistry, Nikki Green and Chris Phelps. They open up about their greatest struggles, failures, and successes, share how much they’ve grown as entrepreneurs and in their practice, and talk about how they plan to revolutionize not only their own business, but the very field of dentistry.

The secret to selling might just be in the types of questions you’re asking. In this episode, Dan Sullivan and Shannon Waller explain how you can be of the most value to your prospects and clients by asking the right questions that lead to conversation.

How committed are you to the growth of your ideas? Could they be the next big thing? In this episode, Dan Sullivan and Shannon Waller discuss what needs to happen to really make your ideas thrive: persistence, recognition of value and uniqueness, overcoming opposition, and a commitment to the difference they’ll make in the marketplace.

While the majority of entrepreneurs have freed themselves up from what they don’t like doing, many still haven’t progressed to the next step. In this episode, Dan Sullivan and Shannon Waller explain how to gain the freedom to do what you love and have a bigger future.

A lot of entrepreneurs have big ideas and grand ambitions that ultimately run them into a wall. The wall is that they don’t actually have the capability in their organization to carry out their vision. In this episode, Dan Sullivan interviews Less Doing creator, Ari Meisel, who has built a remarkable productivity system to help entrepreneurs (and everyone) manage and hack every aspect of their business and personal lives so they can be freed up to live more by doing less.

Entrepreneurs are always thinking, but have you been taking the time to think about your thinking? In this episode, Dan Sullivan and Shannon Waller explain how doing so can lead to making better decisions and having a bigger future.

When entrepreneurs make it their goal to grow 10x, the first thing to do is realize the limits of their own capabilities and see a future outside of what they can do personally. In this episode, Dan and Shannon discuss how teamwork is crucial for 10x growth and how a teamwork mindset can change the whole game for entrepreneurs and their businesses.

Often when entrepreneurs have an exciting new idea, they get bogged down with procrastination because they’re asking the wrong question. In this episode, Dan Sullivan and Shannon Waller explain how asking “Who?” instead of “How?” will set you off and running toward achieving your goal.