Many a business coach will often start by encouraging a client to state their goals or vision, at least on a commercial sphere if not also a personal agenda.

This approach is certainly something that I have stressed over the years from a number of different perspectives. I have used biblical anecdotes as well as analysis of leadership qualities and some basic 101 psychology.

John Whitmore, writing in his excellent book”Coaching for Performance“, takes the subject one step forward. In describing how a company can adapt to changing conditions, he observes how managers “are likely to be called on to live up to the values and ethics they so boldly claim in their mission statements“.

This is when people through their services and products will be challenged to make a “genuine contribution”, both internally and towards their customer base.

I recalled this over the past few days, as I was asked to summarise the business model of one of my clients, Marx Biotechnology Ltd, a biotech start up located in Jerusalem. The idea was to write flowing words about partnering up with larger companies, and thus convince the reviewer that Marx will conquer the market in half a nano-second…or words to that effect.

As we thought about the task, Dr Marx and I realised that the business model was actually more profound than that. It originated in his initial mission statement from which he has never wavered. It is wrapped in his daily quest to do his level best, whether it be in the lab or as he delivers investor presentations. And Dr Marx had constructed from the outset a modular approach towards commercial success that has gradually been implemented and is now showing results.

It is from this foundation – Dr Marx’s original vision, full of core personal values that he tries to abide by daily – that I will base my work. It is this start that will allow me to describe the future link ups with new strategic partners, while mentioning lots of large financial figures in the process.