In Napoleon's army they said that every soldier carried a Marshall's baton in his backpack. In NATO forces we learned to think two levels up. In today's workplace, everyone should know the reason that they are doing something, even if they have to concentrate on the task at hand.

For me it's rather simple, the end is what is best for the client, within these parameters:

1. Base recommendations and actions on an objective needs assessment conducted in partnership with the client.

2. Define and achieve useful results that can be aligned with both the client organisation’s mission, objectives, and positive contributions to society.

3. Focus on results and consequences of the results. Measure performance based on results, not on procedures performed for the client.

4. Set clear expectations about the process to be followed and about the expected outcomes.

5. Serve the client organisation with integrity, competence, and objectivity.

6. Respect and contribute to the legitimate and ethical objectives of the client organisation.

7. Prevent problems from occurring rather than solve problems that could have been predicted and avoided.