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Inspiring signposts in business

In business it is essential to have a clear strategy – a goal to aim at – otherwise no matter how hard you try to reach your business destination, you will never get there, and your business will suffer.  As William Buist, Founder, xTEN Club ( explains, reaching your destination is more easily done by following clear signposting.

“Signposts give us clear communication and clarity of direction, but only if they are clear, concise, contextual, and relevant.  It is the means by which you know you are on the right road,” says Buist.

“The same is true in business.  It doesn’t really matter if you end up taking detours along the way as long as you keep an eye on your end goal, while you proceed with a sense of purpose and certainty.  You’ll get there, even if it might take a bit longer than you had first envisioned.  Clear signposts don’t tell you everything, they just tell you what you need right now, in order to keep moving forward in the right direction.”

“Yet we don’t just need clear signposts for ourselves, we need to be providing clear signposts to our clients and suppliers too, so that they know what to expect, when, and in what way.  That way we help them stay on their journey too.”

But signposts aren’t the same at every point of the journey.  They change and evolve.  As we travel they give different information and guide us even if we are in unfamiliar territory.  

“The same is true in business.  You must trust the journey you are taking with your business, but you also need an eye for the signposts to reinforce that you really are headed where you need to be.  You might be in the fast lane and then have to take a detour.  It might be a bit rocky sometimes, but you can trust in the signposts along the way the direction you are heading in will get you to your destination,” says Buist.

“Signposts offer a gauge to your progress. You have got a clear picture of where you have been, but also where you are right now.  We can’t read the future to know if the path might get rocky or smoother down the road, but we can move forward with confidence and assurance. So don’t forget to give your clients the signposts they need to know where they are too,” advises Buist.

But it is important to take action.  Great signposts give you clarity on where you are going.  The signs you provide for others give them the clarity they need, and when there is clarity in communication and direction, that inspires confidence.

“It’s not enough to simply continue on the path, you need to make course corrections, based on your measurements of progress, your sense of direction and the conditions you find yourself in.  In short, you need to take action,” says Buist.

“Your business can stand up to the rough patches when you continue to gauge your direction, confirm where you are, and continue to take action.  Your clients will keep coming back to you for what you do if they know, from your signposts, where they are, with clarity, certainty and confidence.”

So, are the signposts you need clear to you?  Are the ones you give others clear to them?  Talk to William at and find out where you need to take action to ensure that your business reaches its destination.









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