What the document records
Heads of terms (also heads of agreement) summarise the principal points of a proposed deal: the parties, the price and how it will be paid, structure, key conditions, exclusivity and timetable. The substance matches a term sheet or letter of intent; the label varies by market and habit. Apart from exclusivity, confidentiality and costs provisions, the content is normally stated to be non-binding and subject to contract.
Why they matter before anyone is bound
The heads fix the reference point for everything that follows. Once a price and structure are written down, boards are briefed on them, advisers are instructed against them, and any later attempt to move a term reads as bad faith rather than as new information arriving. That gives the drafting stage more leverage than its informality suggests, and it rewards the party who arrives with a position on the awkward subjects: warranties, restrictive covenants, what happens to the pension scheme. The side that says "we will sort that in the legals" has usually just agreed to sort it on the other side's terms.
Where they go wrong
Two failure patterns dominate. Heads agreed thin, recording price and little else, so the expensive disagreements are discovered in month three of drafting, with exclusivity running and fees mounting. And heads agreed on unverified numbers: a price anchored to management accounts that diligence later undermines, leaving the buyer to choose between overpaying and reopening a figure the seller now regards as promised.