Are you reading the signals correctly?

Noel Guilford
3 min readFeb 4, 2021

When the coronavirus hit the world a year ago most observers made the wrong call. It was a temporary blip before things returned to normal, it was going to be business as usual by September, then all over by Christmas.

Most businesses battened down the hatches to try to survive the few months until freedom day. But freedom day didn’t, and hasn’t, come. Nor is it coming soon

Others read the signals correctly. The pandemic was going to change things forever. Just like in the 20th century when we described events has happening pre-war and…

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Noel Guilford
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Noel Guilford is a chartered accountant, business mentor and author based in the UK who helps the owners of small businesses understand their business numbers.