There is a saying that you should &quote;begin with the end in mind&quote;. How does Australia's cotton industry see its position in the community by the year 2006? How will we be organising our activities, solving problems and operating as a rural industry in the next ten years? If we are to meet the challenges facing modem agriculture and at the same time have real influence over our destiny, the cotton industry is going to have to focus its energies on a shared vision of its future. Once we have some agreed image of where we want to be, the industry can set about working more effectively towards building that future. Security, prosperity and a greater acceptance by the community are likely to be key elements of that future.