The window of opportunity is fleeting and unforgiving.

Over the years, I’ve navigated the complexities of the business world, holding roles from general manager to director of operations. I’ve launched my own companies and helped re-engineer others, always driven to affect change from the top down. In these positions, I’ve had to make difficult decisions, including letting go of around 20 employees.

Each termination weighed heavily on me, and I came to a profound realization: it was never truly their fault. I understood that I had either failed to equip them with the necessary tools and training, or they were simply mismatched to the position, a consequence of flawed hiring practices or inadequate onboarding.

One gentleman, after being let go, confessed he’d been waiting for that moment. He had never received proper training and felt lost in his role. It was a stark reminder that even with the best intentions, we can miss the mark in setting our people up for success.

This experience taught me a crucial lesson: you don’t manage people, you manage expectations. You lead people.

True leadership transcends mere management. It’s about inspiring your team to achieve the impossible. Think of Steve Jobs – he pushed his employees relentlessly, yet they achieved extraordinary things because they believed in his vision. A leader builds, helps, and empathizes. They get to know their people, earning unwavering loyalty and dedication in return. I’ve witnessed this firsthand, and it’s a powerful force.

Managers, on the other hand, focus on tasks and schedules. They maintain the status quo by managing expectations. But to truly grow a company, to cultivate a thriving culture, you need a passionate leader who inspires belief.

This brings me to the foundation of any successful operation: the job description. This seemingly simple document outlines the specific requirements and expectations for every position, from the CEO to the janitor. It’s the blueprint for hiring, ensuring the right people are in the right roles.

A comprehensive job description includes:

Role and responsibilities: A clear overview of the position’s purpose and contribution to the company.
Expectations: What success looks like in this role, from a high-level perspective.
Skillset: Minimum and preferred skills, both technical and interpersonal.
Requirements: Physical, technical, certifications, and any other essential qualifications.
With clear job descriptions, you can hire effectively, train efficiently, and scale your business seamlessly. It provides a framework for employee performance, making expectations clear and enabling both consequences for shortcomings and rewards for exceeding expectations.

Ultimately, people thrive when they feel valued, understand their role, and have the tools and guidance to succeed. By setting clear expectations and providing the necessary support, you empower your employees and set your business up for growth.

You don’t manage people, you manage expectations. Lead your people. It’s that simple, and it’s that profound.