When a high-potential but resistant employee rejects a logical change, shift the dynamic. Instead of persuading them, challenge them to justify their role within 24 hours. This forces them to confront their lack of coachability and choose between their ego and their potential, creating a powerful growth moment.

When a high-potential but cocky employee challenges a key decision, directly address their lack of coachability. Jeremy Duggan turned a new hire's complaint into a 24-hour ultimatum to "get his job back." This high-stakes move reframed the conversation from selling the change to demanding coachability, transforming a talented individual into a top performer.

In a supportive culture, managing underperformance starts with co-authored goals upstream. When results falter, the conversation should be a diagnostic inquiry focused on removing roadblocks. This shifts the focus from the person's failure to the problem that's hindering their success, making tough conversations productive.

The belief that people fail due to lack of will leads to blame. Shifting to 'people do well if they can' reframes failure as a skill gap, not a will gap. This moves your role from enforcer to helper, focusing you on identifying and building missing skills.

Instead of assuming laziness, diagnose underperformance by asking: Did they know what to do? Did they know how? Did they know when? Is something blocking them? This framework avoids personal attacks and uncovers the real issue.

Abstract feedback like "be more confident" is useless. Instead, sales managers should provide concrete instructions. Replace "you sound nervous" with "speak at a slower cadence," and change "have more confidence" to "speak louder" for clear, measurable directives.

Framing coaching as a punitive measure for poor performance destroys the intrinsic motivation necessary for change. It should be positioned as a developmental tool for high-potential growth and expanding impact, not as a punishment for underperformance.

Keeping an employee in a role where they are failing is a profound disservice. You cannot coach someone into a fundamentally bad fit. The employee isn't growing; they're going backward. A manager's responsibility is to provide direct feedback and, if necessary, 'invite them to build their career elsewhere.'

To prevent defensiveness when giving critical feedback, managers should explicitly state their positive intent. Saying "I'm giving this because I care about you and your career" shifts the focus from a personal attack to a supportive act of leadership aimed at helping them grow.