Carla runs a very successful sandwich shop in Luton and has made a nice little business dealing in all kinds of meat, vegetable and bread combinations: baps, buns, wraps and baguettes, there’s nothing Carla doesn’t know about how to surround animal protein with bread of any of its multiple variants. She’s doing so well that she’s been thinking about growing her business and she’s taken some advice from the local business development agency who have been very helpful in helping her understand the pressure that growing her business will have on her cash flow, supplier demands and customer satisfaction. But they’ve not addressed the fundamental issue about business growth. In asking her ‘Do you want to grow your business?’ and then providing her with all sorts of useful information about how to grow it, they’ve not recognised that the most important verb in that question is not ‘to grow’. The most important verb in that question is the ‘W’ word, the word about wanting, about desiring, about hungering after, about feeling something so strongly that no obstacle will get in your way, that no hurdle will block you from your intention and no stone will be left unturned to get You what You Want: which in Carla’s case is a sandwich making emporium. “I’ll tell you what I want, what I really really want” was, we are told, the rallying cry of both Constantin Stanislavski, the well known Russian teacher who knew a bit about training actors, and the 1990s phenomenon that was the Spice Girls. With their emphasis on desire, both Stanislavski and the Spice Girls knew a thing or two about the training of entrepreneurs and how they could apply their intentions and desires to growing their businesses. The thing is however, in order to grow your business, you have to do things differently. It’s all very well making sandwiches to your hearts content but to grow her business, to really really want to grow her business, Carla is going to have to step out from the loaves and bread cutters and pots of potted shrimp and hand those items over to some-one else so that she can concentrate on getting the bigger job done: that of satisfying her desire to grow her business. Her desire for growth is essential because without it she’ll stay nested in the pots of potted shrimp, spreading low fat tastes-nothing-like butter spread all day, only to watch her competitor’s desires take to the stage and slowly sideline Carla out of her beloved business. This may be fine of course if all she wants to do is sell sandwiches – but growing her business will make different demands on her and she would be wise to think hard about what she wants, what she really really wants.