SCIENCE, THE ACQUISITION of new knowledge and connecting these observations into new theories, is the power that has driven modern society. This growing belief in an ability to obtain new powers through research has forged a bond between science, politics and capitalism. But science is expensive and funders invest because they perceive a return on this expenditure. Unless funders can clearly articulate what they want, then they are likely to be disappointed at the outcomes: a vision and associated goals are needed to guide the innovation that is science. The Australian sugarcane industry has not set quantifiable, time-limited goals for RD&E, so it is no wonder that it sees RD&E as underperforming. Having a personal vision and associated goals is no different from that at an industry or organisation level. Every RD&E practitioner needs to set these and follow through with a set of behavioural traits to ensure they achieve.