LEAD WITH CLARITY

DeAnna Busby-Rast
Oct 13
2 min read

I recently came across an article in the B2B Omaha (October–November issue) titled “Finding Your Voice: How to Breakthrough in a Crowded Market.”

The message really struck me — because in my work with executives, entrepreneurs, and emerging leaders, one word keeps surfacing over and over again: Clarity.

Clarity isn’t just a buzzword. It’s a foundation. It shapes how we communicate, lead, and grow. This article outlined key insights that every business owner or leader can reflect on when starting a business, redefining their message, or even preparing for their next chapter.

Here are the takeaways that resonated most with me:

1. Clarity is Your Competitive Advantage

In every form of communication — whether it’s print, voice, or visual — clarity is what gives your message power. It helps your clients, team, and community understand why you do what you do. Clear communication eliminates confusion, builds trust, and keeps everyone aligned on purpose.

2. Understand Your Audience — and Make Them the Hero

Know who you’re trying to help. Shift the spotlight from yourself to your audience. As the old saying goes, “make them the hero.” When your message centers on their goals, needs, and challenges, your voice becomes relevant and magnetic.

3. Don’t Just Sell — Deliver a Solution

The most successful leaders and entrepreneurs are problem solvers, not product pushers. Be the trusted consultant who listens deeply, understands the client’s world, and anticipates their needs. When your approach is rooted in service and insight, you earn credibility and long-term partnerships.

4. Narrow Your Focus to Widen Your Reach

This one hit home for me. Defining my ideal client wasn’t easy when I launched Authentica Group. But once I got clear on who I could serve best — and where I delivered the most value — growth accelerated. When you narrow your focus, you amplify your impact. As the article put it, “let the niche become your edge.”

5. Find a Sounding Board

None of us are meant to go it alone. Whether it’s a business coach, peer group, or trusted mentor, surround yourself with people who challenge your thinking, encourage creativity, and hold you accountable. Leadership and entrepreneurship are rewarding — but they’re also complex. Having “your people” makes the journey sustainable and far more enjoyable.

Final Thoughts

The article wrapped up with timeless truths worth remembering: