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SOMETIMES, IN BUSINESS as in life, the most important action you can take is also the one you’re most dreading. It can be a difficult task that generates a lot of anxiety, or simply a trivial routine that is nevertheless essential to the greater whole.
Whatever that task is for you, know that you are not alone. Your fellow sign professionals in the Signs of the Times Brain Squad have shared the following uncomfortable but necessary actions, in response to our question in the December 2024 survey:
For our February feature article on “Being Brave,” we’re asking readers to commit to doing smart but hard/uncomfortable things in their businesses that they know they need to do. Are you willing to commit to one (or more) of these actions? If so, what will it be?
Knocking on doors, cutting unproductive staff, diving into the mounds of paperwork — the Brain Squad’s responses span these tasks and more. As Chad Lawson from Sign Pro of Skagit Valley (Mt. Vernon, WA) explains: “We want people here who are willing to contribute to the dream. It’s never easy and is often very difficult to determine when enough is enough but if you are a floater and just trying to get by day to day, we can no longer afford to pay current wages and keep anyone who isn’t going to contribute more than the basics.”
Consider which crucial tasks you hesitate to get going, and let the efforts of your peers motivate you!
[For our related articles, “22 Ways to Try Uncomfortable New Things,” click here and “Sign Pros Strategies Outside Their Comfort Zones,” click here.]

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Sales
- Analyzing our business… Updating our price list. We will be doing both in the new year. — Louise Fischer, Trimline Signs & Graphics, Rocky Mountain House, AB
- 1) Restart outbound sales effort. We’ve been busy working inquiries without new business development since COVID. 2) Serious cost reduction, overhead and COGS, plus a new periodic cost review. Only untouchable will be staff compensation. — Jeff Thomas, Crossroad Sign, Lynnwood, WA
- As the new owner, I will be working on door-to-door sales and introductions. I am hesitant because I really hate rejection so sales have never been my thing. I believe in old school face-to-face as the best marketing style still to this day especially for small businesses like myself. — Kelly Bookheimer, The Mad Signtist, Myrtle Beach, SC
- I am horrible at sales. With the sluggish economy, I hear I am going to have to get out there and make phone calls and knock on doors though. I need to at least commit to contact existing customers and ask how things are going. — Dennis Schaub, FastTrack Signs, Bellefontaine, OH
- I hadn’t previously been involved in sales, but recently added sales duties to my job description. Pushing our company at public events when I normally wouldn’t have had to will be my commitment. — Mark Marshall, Bakers’ Signs & Manufacturing, Conroe, TX
Marketing
- I will be committing to one of my four yearly goals. The first quarter is focused on marketing. We are celebrating our 40th year in 2025. — Gary Gower Jr., G&L’s Sign Factory, Bethlehem, PA
- Spending money on hiring a social media firm to handle that aspect of our advertising. — John Miller, Signs by Autografix, Branford, CT
- I have got to get serious about mailing to a small but focused business list. And do it consistently. I need to do some marketing but it always gets put on the back burner. — Rita Siprak-Weill, Minuteman Press Annapolis, Annapolis, MD
- Having a professional video made to put on our website and Facebook. — Carey Gray, CAT Graphics Inc., Great Falls, MT
- As I advance in the company, I find myself increasingly placed in public-speaking situations, whether in front of a camera or a large group. This has been one of my greatest challenges. Over the past year, I’ve reached out for guidance from incredible speakers and mentors to improve in this area. This is my biggest push for growth this year. — Torey Rouillon, National Branding, Troy, MI
Technology
- We are going through an ERP conversion to mothernode, which is smart but hard. — Melanie Harden, Creative Sign Designs, Tampa, FL
- We will take on at least one new technology (a product). — Don Budde, CalComp Graphic Solutions, Cypress, CA
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Hiring
- We need to hire someone to help with intake/administration. I currently handle 95% of those duties. The scary part of that proposition is that I worry something will fall through the cracks and our responsiveness will suffer. Basically, I need to relinquish some control and train someone well. — Joe Allen, So Easy Signs, Middletown, OH
- Hire a commission salesperson. — Earl Charles, Branded Sign Solutions, Helena, MT
- We are planning to go out on a limb in Q1 and make a BIG HIRE that is NOT a traditional position for us… We have a couple things in mind, can’t wait to see what we can develop! — Bob Chapa, National Branding | Signarama Troy, Troy, MI
Staffing
- Completely committed, I will be exiting my office to give more office space to two staff members and in lieu of a dedicated space, I’ll be hot-desking and spending more time out in the field. This will be better in the long run for staff to have dedicated office space and for me to get out of my comfort zone! — Derek Atchley, Atchley Graphics, Columbus, OH
- Let go of dead weight, focus on reorganizing a leaner and more efficient team. — KC Rutiaga, Fresno Neon Sign Co., Fresno, CA
- Establishing a Zero Tolerance policy within the organization and being prepared to act on it immediately for any team members that violate this policy. — Shaun Ensign, Legacy Sign Group, Westville, IN
- I commit to train someone to help out with the jobs I am doing. Let one of my guys start scheduling jobs. — Cody McElroy, Commercial Signs, Houma, LA
- Have hard conversations and address ongoing issues directly with those that report to me. Too many times I shy away from conflict and that controls the way I address problems within my team. — James Neely, RP Signs, Charlotte, NC
- I am committed to holding everyone on my team, including myself, accountable for meeting all deadlines while maintaining the very high level of quality that we pride ourselves on. In the past I have offered a generous level of grace and forgiveness but as competition and margins get tighter we need to consistently uphold our commitments in order to avoid losing business. — Russell Toynes, Studio Dzo, Austin, TX
Customers
- Learning how to say “no” more often. Upon first glance at a new job, if you feel uneasy, just say NO to it. Thus giving me less stress in 2025. — Mary Hester, Dragon Prints, Roxboro, NC
- Find the ideal prospects that align with our ethics and overhead, and turn them into clients by limiting resources to other prospects that do not align in the same regards. — Edward DeZuzio, Butler Sign Co., Wayne, NJ
- At this time every year, I evaluate my clients for volume, profit in their work and aggravation factor. I use this information to purge clients. I do the same for subcontractors and vendors. This is uncomfortable but I have been doing it for several years now. — Ian McLellan, Hill House Graphics, Bristol, RI
- What customers do you need to fire to grow closer to the market(s) you want? Too often we hang on to small dollars because it is comfortable instead of growing into the areas we really want to expand into. — David Kaiser, Digitype Design, Tualatin, OR
Organization
- Paperwork… Endless, mindless paperwork… Feels like prison work. — Myke Baugh, Roughrider Signs & Designs, Jamestown, ND
- I will rebuild my tool room and organize the travel tool bins. For years, our tools have been scattered all over the place. I will use generative AI to come up with a plan. — Earl Walker, Image360 Tucker, Tucker, GA
- Actually make time to clear out old equipment, etc. — Cindy Gillihan, Gilly’s Super Signs, Placerville, CA
- Update office software, organize shop. — Gary Wildner, Wildner Sign Co., Cape Coral, FL
- Finally putting together my monthly and yearly overhead and figuring out what I need and don’t need anymore as I gear up for doing less and downsizing for retirement (in the next five years or so). — Louise Jackson, Signs of Art Graphic Design, Philadelphia
Growth
- Opening new branches and continued growth. — Joe Gibson, Ramsay Signs, Portland , OR
- I am about to buy a very expensive mill. — Jeremy Vanderkraats, Signs by Van, Salinas, CA
- Branching out into new avenues for revenue, getting out of our comfort zone and taking on new types of signage. — Jonathon Yasko, North American Signs, South Bend, IN
Final Thought
- I created a business plan with some very strong principles 10 years ago when I started my business. I have been very diligent to adhere to those principles since then. It’s not always easy, but I honestly think it has been to the benefit of my business, reputation and client relationships. — Keith Davis, KRD Design, Chester Springs, PA
[For our related articles, “22 Ways to Try Uncomfortable New Things,” click here and “Sign Pros Strategies Outside Their Comfort Zones,” click here.]
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