Use best available data to understand population needs quantitatively as well as qualitatively, making use of risk stratification and segmentation. Create evidence based plans by understanding the right evidencebacked interventions for segments of the populations with expected impact, timing and cost. Outcomes should be selected to crystalise the goals the HWBB sets for the population; they should be stretching but achievable based on impact modelling informed by the evidence based and understanding of the population needs.