Ruby slippers
If you could make one thing come true that would change everything for your project, do you know what the one thing would be?
One breakthrough client, one technical advance, one testimonial? One achievable change in the world?
For Google, the one thing was a big thing, "we need to be the place people come to search." But for many sites, many companies, there isn't a thing. They can't articulate it. They have no wish. If you have no wish, how can it possibly come true?