When business owners first think about their business exits, their minds can wander to all of the things they think they must do right away. Before they jump into any planning, they need to know what they’re planning for. They must first set certain kinds of goals that are realistic, ambitious, and attainable. This white paper examines three types of goals business owners must set and provides guidance for how those goals should be set. Business owners who know why they need to set certain goals and how to set those goals can have more success as they begin their planning.