Within the guidelines and structure of the organisation the company must know where is heading. It must be able to give directions and leadership not only within its internal entity but also within the market and the community. It means setting the pace, starting and making trends and directing its people the way the management wants the company to move.

The fact that a company must different to its competitors means it must show intuitive and individual style in its approach and position to society. It must be able to see its market niche and position and forward plan and set objectives to enable it to fulfill and maintain its ideal reality.

Giving direction means setting the standards. It means equipping the company to reach its quality product. For instance you might decide that you want to go international, first you have to build your company up to endure that you won't for bottom up when you do, when you are in a stable position and are able to take the step you have to ensure that you do it properly and effectively to main that forward progress. Sometimes we must take a step back to go forward but ultimately a positive direction is the right way to travel.

When giving direction you must ensure you know what you are doing and remember to follow up on anything you lead.