No matter how good our work with children is, in the demand-driven markets we now find ourselves in, we need to be better at sharing what we do for children with their families. This means an increased focus on the experience that families have when they interact with us. In our centres, children can spend 10 hours a day with us and it’s important that families not only know what their child has been doing during the day but also how their child is growing and learning, and whether they are having fun and making friends. How we help families to understand the experience their child is having with us is as important as the direct experience they themselves have in their day to day dealings with us. This means continuing to invest in marketing so that potential families can experience SDN through centre tours, family workshops and open days. For families looking for therapy services for their children, this means helping them to navigate the NDIS and what’s on offer to help their child. For families in our Brighter Futures program, this means helping them to find the services that support their children and family to thrive. While the changes around us can seem daunting, they are also exciting. Changes to policy and new ways of funding mean we need new, smarter ways of working, and SDN has always embraced the challenge to innovate. Our new strategic plan will be no different. 31 While business and sustainability are important, they are a means to an end, and have to not only fund but preferably also advance the impact of our services for children and their families.