The article discusses how people often struggle to come up with clear objectives when making decisions. The author shares two real-life examples where they helped organizations define their goals using a special thinking method. One project focused on creating a transportation plan for Italy in 2050, while the other involved designing a selection process for a foundation in Hungary. By using this method, the author found that decision-making can be improved by helping people better understand their values and knowledge, leading to more effective strategic decisions.