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When it comes to the traits of the most successful businesses, flexibility, innovation, and creativity are often cited as critical skills for growing. Clarity, however, is rarely mentioned. And, that’s a problem.

When you’re not clear on certain aspects of your business, it’s going to prevent you from taking the necessary actions that are going to help you to grow. Without clarity, your company moves from place to place like a ship without a rudder, and even the smallest bump can turn into an iceberg.

Here’s how a lack of clarity can hinder your business growth.

  1. You Don’t Have a Well Developed Niche

    There was a time when marketing your business as an “all things to all people” company made a lot of sense. However, with the advent of the Internet, things changed dramatically. Not only that people have more options than ever before, but they can choose based on price, location, or their personal preferences.

    When you have a well-developed niche, prospects think of you as a specialist resource of products, knowledge, and ideas.
  1. You Don’t Have a Written Description of Your Ideal Client

    Trying to grow your business without a clear understanding of your ideal client is a bit like entering a dancing contest without knowing how to dance. You are taking action, and you are doing your best, but your efforts are useless.

    You need to create an in-depth understanding of who your ideal customer is, from basic information such as gender, location, and age, to deeper psychological traits like needs, motivations, and dreams.
  1. You Don’t Know Who to Market to or Where to Find Them

    Most businesses fall flat because they create their target audience profile based on assumptions rather than research. When you don’t know who you’re talking to, you don’t know how and where to find them. As a result, content and design become subjective, and marketing strategies turn into “the loudest voice wins” when, in reality, the voice of your ideal client should be at the center of your business.
  1. You Don’t Know What Marketing Will Appeal the Most to Your Ideal Client

    An effective marketing strategy is a bedrock upon which you can increase your customer base and grow your business. Unless you know what your ideal client wants, any attempt to persuade, motivate, or educate them to use your products will likely fail.

    There’s no one-size-fits-all marketing solution when it comes to marketing to your ideal audience. You need to experiment, explore, and constantly tweak your strategy to see what’s working and what not. Personalizing your marketing message is probably the most efficient way to get prospects interested in what you have to say.
  1. You’re Not Able to Establish Yourself as a Relevant Brand

    You don’t have to be a genius to understand that you need to do more and better to stand out in this overly competitive business world. Becoming the go-to resource in your niche is one of the best ways to grow your company.

    But, that’s usually easier said than done. When your creative energy is spread across all areas of your business, your company will never reach its full potential. The whole point of becoming a brand that appeals to your customers is to resonate on a deep level with them. That takes commitment, thorough research, and, most importantly, clarity of purpose.
  1. You Don’t Know What to Offer Website Visitors to Convert Them into Leads

    Far too many business owners fail to understand people are afraid of complicated ideas and tend to prefer things that are clear and well organized. If your website is too cluttered, your message too confusing, and your calls to action absent, people won’t know what to do or how to find their ways around your website. As a result, they are less likely to convert.
  1. You’re Not Aware You’re Doing Something of Great Value

    It isn’t enough to list out numbers and facts. To gain clarity, you need to understand how you’re adding value to people’s lives. Identify the benefits that your products or services offer to your prospect. Put yourself in their shoes and try to see from their perspective what values your products hold. Only when you understand that you are doing something of great value will you be able to untie the Gordian knot of growth.


It takes a lot of work to achieve clarity. There is no magic formula for ensuring that every person in your company shares a common vision of your business’s goals and values. The only way to grow and succeed is to make sure that clarity always comes first.


About the author

Ashley Lansdowne Goodman

Ashley has worked in the tech industry since the late 1990's. He's obsessed with new technology and it's implications for small and medium sized businesses.

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