Alignment. And the Questions Worth Asking.

Written By: Jessica Wallace

Alpine Bistro, Ellicottville NY

In our line of work, we get asked a lot of questions. Some of them we can answer quickly. Others are more of a "Let me get back to you on that...".

Over the past several weeks, many of the meetings we’ve booked haven’t centered around advertising budgets or posting schedules. They’ve centered around clarity, caffeine and fresh bagels from one of our favorite local coffee shops.

• People are motivated.

• They have goals.

• They’re ready to move.

But when we slow the conversation down, the real questions surface:

• Why those goals?

• What informed them?

• What assumptions are we operating under?

• Have we considered the economic climate?

• Have we evaluated capacity?

• Are we chasing expansion — or are we building something sustainable?

Because motivation without alignment leads to burnout. And goals without structure lead to frustration.

It’s one thing to say you want to expand... It’s another to ask:

• Can we handle more demand?

• Are we profitable at our current level?

• Is our team supported — or stretched?

Because scaling something that isn’t stable only amplifies the pressure.

Alignment isn’t just about knowing what you want. It’s about understanding what it will require from you.

In business and in life. And more often than not, misalignment shows up as stress.

• You feel busy — but not productive.

• You feel stretched — but not growing.

• You feel reactive — instead of strategic.

That’s usually the signal.

So here are the three questions we consistently use to help local businesses and entrepreneurs align for real growth:

1. What is your legacy?

Not just what you love, but what you are genuinely excellent at. What are you building that outlives the season you’re in? What problem do you solve better than anyone else in your space?

Legacy isn’t ego - It’s clarity.

2. Where is improvement needed most?

What is causing you the most stress right now?

Stress is data.

It often points directly to the bottleneck:

• Leadership gaps

• Operational inefficiencies

• Financial misalignment

• Capacity overload

The area you avoid is usually the area that needs structure.

3. What are your short-term (1 year) and long-term (5 year) goals — and do they support each other?

If your one-year plan contradicts your five-year vision, you’re not aligned.

You’re reacting.

Short-term cash grabs can erode long-term positioning.

Fast growth can destabilize culture.

Visibility without infrastructure can collapse operations.

Alignment is when every move reinforces the larger direction.

Because here’s the truth: We’re great at making lists. We’re less disciplined at building the systems required to complete them. Alignment is when you step back for perspective, zoom in for clarity, and pause long enough to prepare before accelerating.

When you look at some of the most well-known brands in the world, you’ll find something consistent: Their most impactful campaigns weren’t built around discounts. They were built around identity.

• Nike didn’t just sell sneakers — they built belief.

• Apple didn’t just sell devices — they aligned with creators and thinkers.

• Coca-Cola didn’t just sell soda — they created shared moments.

They knew who they were. They understood the role they played. Their messaging was aligned with their mission.

And that right there... that’s the difference.

Because marketing isn’t just communication, it’s a reflection of internal clarity.

If you don’t know who you are — your audience won’t either.

Alignment isn’t about chasing more. It’s about building from a place that makes sense.