This chapter talks about aims–the 'A' of BARD. The 'aims' are the directions along which a family doctor wants to progress a consultation or a series of consultations. The idea of having aims rather than targets reflects biological reality. An attempt to impose artificial targets invites the criticism that the targets are being promoted for reasons other than patient well-being. The priority for a family doctor in consultation is to find out what her patient wants and what his aims are. Further clinical aims might be termed communication aims, namely the effective use of behavioural and communication skills intended to result in optimum clinical management. Each family doctor will wish to express her professionalism in her own unique way. The social nature of the relationship can be promoted by a family doctor who remembers her patient's significant social events, such as births, deaths, and family illnesses and misfortunes.