It is the first standard in SHARP, the S of Set your Direction. It exists because most agency owners work extremely hard without knowing exactly where they are going. They are busy at point A, the place where they are now, and hope that growth ends up somewhere by itself. But direction is not a side issue. Without a destination every client is equally good, every opportunity equally interesting, and every turn equally logical. That is exactly why you get stuck.

Once your point B is sharp, choosing becomes easy. A client who moves you towards your point B, you say yes to. A client who pulls you away from it, you say no to, however good the revenue feels. Your destination does the selection work for you.

Take two agencies with the same revenue. One knows that in two years it wants to be the go-to agency for a handful of big brands in one niche. The other just wants to grow. The first knows within a minute of every request whether it is a yes or a no. The second says half yes to everything, and a year later stands in exactly the same place, only busier.

A point B is not a mission and not a nice line for your website. A mission is why you exist, a point B is where you are concretely going and by when. It is also not a dream you keep pushing ahead of you. It is sharp enough that you can test a client against it today. If you cannot use it to say no, it is not a point B yet.

What you do with it: write down in two sentences where your agency stands in two years. Not vague ("bigger", "more revenue"), but concrete enough that someone else can retell it. If you cannot do that without stumbling, that is your first job, before any tactic.

Point B is where Agency Standards begins. Want help setting yours? Start with agency coaching.