Every winning strategy starts with one uncomfortable question:
How ambitious are you willing to be?
A client once told me:
“Our ambition? To grow 5% a year.”
I asked: “Is that ambition… or just survival?”
That moment shifted the entire conversation.
Because ambition isn’t about what feels safe.
It’s about what forces you to rethink your business.
Without ambition, strategy is just incremental improvement.
Ambition sets the ceiling for what’s possible.
And it should scare you a little — otherwise, it’s not really ambition.
So, what’s your true ambition?
Growth, transformation,…
or simply keeping the lights on?
Designing Your Ambition
Kenrick Vaz 