Patti Cotton

Executive Coach & Career Strategist

engagement

Making Tough Decisions: Why You Need to Build a Strong Business Case

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Making Tough Decisions: Why You Need to Build a Strong Business Case
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In the world of leadership, tough decisions are inevitable. Yet, it’s not just the decision itself that matters; it’s how you communicate and justify that decision to your team.

The true measure of leadership often comes down to how well a leader can rally their team around a shared vision, especially when the choices are difficult. A well-constructed business case isn’t just a formality; it’s a powerful tool that can make the difference between a unified, motivated team and one that is confused, resistant, or disengaged.

To do this, making a strong business case for each of your decisions is vital.

As you read, ask yourself where you congratulate yourself (where you do well), and where you can do better. It will make a significant difference in your team’s alignment and support.

Clarity: The Foundation of Effective Decision-Making

How clear are you with others about what the problem is and why it needs to be addressed?

Imagine a CEO who needs to cut costs by reducing the workforce. It’s a painful decision that impacts lives, yet it’s necessary for the company’s survival. The first step this leader must take is to ensure clarity. A well-crafted business case will clearly define the problem—perhaps dwindling profits or market shifts—and outline the objectives, such as maintaining the company’s long-term viability.

When a leader provides this level of clarity, it aligns the team’s understanding with the leader’s vision. Everyone knows why the decision is being made and what the desired outcomes are. Without this clarity, confusion spreads like wildfire. Team members may misinterpret the decision, leading to misaligned efforts, wasted resources, and a breakdown in trust.

Conversely, you may have known a CEO that has announced layoffs with little explanation. Employees are left in the dark, wondering why some jobs were cut and not others. The lack of clarity breeds fear, rumors, and a sense of injustice—none of which contribute to a productive workplace.

Evidence: Building Credibility Through Facts

Do you have all the facts you need to make a sound decision?

Imagine your company has decided to enter a new market. The decision is bold, risky even, but necessary for growth. A strong business case in this situation would include detailed market analysis, financial projections, and competitive research. This evidence doesn’t just justify the decision; it demonstrates that you have done your homework, considered all angles, and made an informed choice.

When a decision is supported by solid evidence, it builds confidence among the team. They see that you aren’t making a blind leap but is basing the decision on data and thorough analysis. This level of transparency is crucial for maintaining trust.

But what happens when the evidence is lacking? Suppose you decide to enter the new market without proper research, relying instead on gut feeling or anecdotal evidence (I’m hard-pressed to think you would, but just go with me, here!). Your team will quickly sense the lack of rigor. Questions will arise: “Is this really the best move? What if it fails?” Doubts will begin to undermine your credibility, and the team’s trust in you will begin to erode.

Risk Management: Preparing for the Unknown

One area some leaders tend to overlook is to identify the potential risks and impact related to each possible solution.

Every tough decision comes with risks. Leaders who acknowledge these risks upfront and include mitigation strategies in their business case show a level of foresight that earns respect. It’s one thing to say, “We’re cutting costs by reducing staff,” but it’s another to add, “We’ve identified key areas that will remain fully staffed to ensure continued operations, and we have a plan to support those who are laid off.”

Ignoring risks is a recipe for disaster. When a leader glosses over potential downsides, the team is left unprepared for challenges that arise. Take the example of a company deciding to outsource a critical function. If the risks—such as quality control issues or delays—are not addressed in the business case, the team may be blindsided when these problems occur, leading to crisis management rather than proactive solutions.

Strategic Alignment: Connecting the Dots

Does your decision align with the company’s strategic goals?

For a decision to resonate with the team, it must be clearly linked to the company’s broader strategic goals. A robust business case doesn’t just justify the decision; it connects it to the company’s mission and long-term vision.

Consider a leader who decides to invest heavily in technology to automate processes. A strong business case would demonstrate how this investment supports the company’s goal of becoming more efficient and competitive in the market. It shows that the decision is not just about saving money or keeping up with trends but is a strategic move aligned with the company’s future.

Without this strategic alignment, decisions can feel disconnected from the bigger picture. Team members might wonder, “Why are we focusing on this now?” If they can’t see how their work contributes to the company’s success, motivation dwindles, and the decision may feel purposeless.

Addressing Concerns: Building Trust Through Dialogue

Are you allowing space for the team to weigh in and express concerns?

One of the most overlooked aspects of decision-making is addressing team concerns. When leaders take the time to listen to feedback and incorporate it into their business case, they show that they value their team’s input. This not only builds trust but also fosters a sense of ownership among team members.

Imagine a leader deciding to restructure the organization. By proactively engaging with employees, addressing their concerns, and explaining how the restructure aligns with the company’s goals, the leader can turn potential resistance into support.

On the flip side, neglecting these concerns can backfire. If a leader pushes through a decision without seeking input or acknowledging fears, the team may feel alienated. Resentment builds, and the decision, no matter how sound, may be met with passive or active resistance.

Implementation: Turning Plans into Action

Sound execution is key.

Even the best business case can fail without a clear implementation plan. This includes timelines, milestones, and accountability. A leader who outlines the steps for execution and regularly checks in on progress ensures that the decision moves from concept to reality.

Consider a leader who has made the decision to launch a new product. A solid business case will include a detailed rollout plan, assigning responsibilities and setting deadlines. Regular follow-ups ensure that the team stays on track and can make adjustments as needed.

Without this, even the most well-intentioned decisions can flounder. Ambiguity leads to delays, missed targets, and frustration. The lack of follow-through erodes confidence in leadership and undermines the decision itself.

The Cost of Neglecting the Process

When leaders skip or rush through the process of building a strong business case, the consequences can be severe:

  • Decreased Trust and Morale: Lack of clarity, evidence, and engagement can erode trust and lower team morale. When decisions seem arbitrary or poorly justified, team members may become disengaged and demotivated.
  • Increased Resistance: Without addressing concerns and providing a compelling business case, team members are more likely to resist the decision. This resistance can manifest in reduced cooperation, lower productivity, and even open conflict.
  • Ineffective Execution: A weak or poorly communicated business case often leads to ineffective implementation. Ambiguity and lack of direction can result in missed deadlines, subpar performance, and wasted resources.
  • Long-Term Damage: Over time, failing to present a strong business case can damage leadership credibility and organizational culture. Teams may become skeptical of future decisions and question the leader’s ability to guide the organization effectively.

Making tough decisions is a fundamental part of leadership, but the process doesn’t end with the decision itself. Crafting and presenting a strong business case—one that is clear, evidence-based, strategically aligned, and responsive to team concerns—ensures that your decisions are not just made but embraced and executed effectively. By investing the time and effort to build a compelling business case, you can turn even the most challenging decisions into opportunities for growth, unity, and long-term success.

© Patti Cotton and patticotton.com. All rights reserved. Unauthorized use and/or duplication of this material without express written permission from the author is strictly prohibited. Excerpts and links may be used, provided that attribution is made to Patti Cotton and patticotton.com, with links thereto.

Keeping Your Head in the Game: Leadership 2021

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Keeping Your Head in the Game: Leadership 2021
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It’s a new year, and the pundits are calling 2021 the Year of Transition. If anything has changed, it has been that we have acclimated to a new way of working and living.

There are definite perks to this, but there have also been major drawbacks which have caused us to abandon much of what we know and adopt a learner’s mindset out of necessity.

Admit it – it’s been rough. Many of you reading this are tired. And some of you have called me, asking me how you can get your head back into the game.

What does it take to reenergize and motivate you as leader so that you can lead your life and work in 2021?

I work primarily with top executives to recreate future, working with their respective teams and companies, and also in small leadership groups where CEOs can put their heads together to share experiences and ideas. When we work on meeting the future, motivation of self is a hot topic.

And here is what we know: the head game of motivation requires that you focus on three things:

1. Purpose

Energy and engagement come from purpose. After weathering the initial shock and challenges of 2020, your physical and mental stores may be depleted. Revisiting your purpose is a first necessary step to picking back up. Why do you lead? What impact do you hope to make? What legacy are you seeking to create? If you keep pushing forward but cannot answer these questions, you will be headed for burnout. I invite you to take time to reflect on this. Call a coach or trusted advisor and talk through this. Because anything sustainable starts with purpose.

2. Direction

Know where you are headed. It is true that long-term planning is no longer valid due to the volatility and uncertainty around the future of work. Instead, one must use shorter-term planning to head in a general direction, and continuously bench against the changes in the business landscape. Keep your organizational vision at the forefront as you acquire the personal agility needed to meet goals and objectives. This particular step requires that you also open up to the perspectives of others. Seasoned leaders are comfortable doing things in the familiar way. And the word familiar is one that will not be used often in 2021.

3. Synergy

Leadership has been lonely, but then, we haven’t learned how to share it very well. Leading forward now requires the shift from “me” to “we,” for connection, mutual support and collective accountability. Inviting your executive team to share the vision is a first step, but the next is to allow them to share in greater responsibilities – the kind that ignites their purpose, as well. Raising the tenor of team energy is the magic we need to create great things together. Where do you start? Begin with a conversation around this topic. Ask for their ideas and feedback, ask what it would take for them to get excited around the idea. I believe this might be one of the most meaningful brainstorming you will have experienced for a long time – and it can yield great fruit.

My wish for you in 2021 is to know that you have what it takes (I know some of you question this at this time). My challenge to you is to rediscover your purpose and direction, and to create that synergy that will lift you up, as well as your team, so that you can move confidently to meet the future.

© Patti Cotton and patticotton.com. All rights reserved. Unauthorized use and/or duplication of this material without express written permission from the author is strictly prohibited. Excerpts and links may be used, provided that attribution is made to Patti Cotton and patticotton.com, with links thereto.

Do You Have a Social Loafer on Your Team?

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Do You Have a Social Loafer on Your Team?
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You’ve hired some great talent. Most of them are meeting the challenge of this year’s disruptions.

They pushed past the overwhelm and pulled together to move forward.

But their performance still isn’t what you know it could be.

You also have one team member who seems to have slowed down. He isn’t putting in as much effort as he did in times past.

Do you have a social loafer on your team? If so, this may be the very reason your team isn’t performing to capacity.

Social loafing is a phenomenon that occurs in groups asked to pool their efforts to meet a common goal. Interestingly, individuals within the group tend to put forth less effort when this happens.

Researching why this happens first began with Max Ringelmann, a French agricultural engineer.

Ringelmann observed that, although groups collectively outperformed individuals, these groups did not do as well as they could, had the individuals all performed to their individual capacity. In other words, individuals measured at one level of performance when working by themselves would reduce their productivity when they were placed in a group. For more on this, see Ringelmann’s Rope-Pulling Experiment.

How might this play out on your team? And what can you do about it?

Here are a few examples of social loafing I have encountered as I work with teams to elevate their performance.

1. Low expectations of team performance.

Susan had been a high performer and eager to make a difference. But I was called in to support her because, over time, her leader had noticed she was showing signs of disengagement.

“I meet deadlines, so what’s the problem?” asked Susan. “In past positions, I always got things done faster and could produce at a higher rate than my fellow team members. Why should I do this, now? And by the way, we are making goal, so I don’t see the problem.”

Susan’s assessment of her team members was faulty. After a deep-dive inquiry, I found that the entire group was made up of high achievers. Moreover, the team’s collective productivity had decreased because of Susan’s decision to slow down. In fact, it actually impacted their ability to meet the stretch goal of launching an additional new product. And at an organizational level, this product would have captured much more market share.

If you are a leader who sees a team member disengaging, act quickly to give them the support and accountability they need in order to thrive. This situation can otherwise greatly impact your organizational health and your ability to outperform your competitors.

2. Evaluation potential.

Mark secretly knew he had overrated his experience in order to get the job. He also knew instinctively that he could meet the requirements if given a chance. But Mark unwittingly overrated his abilities. When I met with Mark’s leader, she was confused.

“The team isn’t working to capacity,” Sharon shared. “I know COVID has thrown a wrench into the works, but we are well beyond the initial crisis state. I’m also noticing something disturbing. The team members work together more than usual on certain projects, which would normally be taken care of by individuals. What’s going on?”

What was happening? Mark was “hiding in the crowd,” and it had impacted the team’s performance. The crisis COVID had created allowed him to huddle with others more frequently and disguise his inability to perform. Whenever his area was tasked with an initiative and something felt out of his element or beyond his grasp, he would partner with one or two others to ask for their ideas. In the beginning, they appreciated the collegiality. But as time progressed, this dynamic prompted them to feel ownership in his area, and they would speak on his behalf or do part of Mark’s work. This dis-empowered Mark in the eyes of others. At the same time, it also affected the performance of those who shouldered with Mark when they should be focusing on their own areas. Were things getting done? Yes. Were the results as they could be? No. Social loafing induced a chronic mediocrity to which people became accustomed, labeling this stress from COVID conditions.

If you are a leader who sees too much teamwork (yes, this is possible!), it’s time to sit together and reassess how things are getting done. And if you have someone who is hiding in the crowd, this will quickly come to light.

3. Low value placed on the goal.

The goal may be attainable, but if your executive doesn’t see it as meaningful or relevant, they will not place their full energy into helping to achieve it.

James had been on the team for a couple of years when his leader, Bob, noticed James seemed disengaged. Further, he waited until the other executives weighed in on a particular decision, and then agreed with the majority, rather than to provide his own perspective. When I urged Bob to sit with James, this was an eye-opener.

“Patti, James wasn’t clear on how the goal related to the larger vision,” Bob shared. “It was as if he lost interest in helping to meet the goal because he couldn’t see the relevance.”

“Bob, you figured it out,” I responded. “James has been a social loafer. And you have pinpointed the problem. But you have a larger challenge, now. At his level, I’d expect James to speak up if he isn’t clear or is feeling disengaged. And he hasn’t done that. He has been coasting along, and you have lost a lot of valuable productivity from him. It will now be important for you to hold James accountable for speaking up when he isn’t clear on directives or a particular goal.”

These are just a handful of reasons that social loafing can occur on a team.

How do you begin to eliminate this so that your team can perform at optimal levels?

    • Be sure that, when collective goals are identified, responsibilities for each individual team member’s role in this are distinctive, clearly defined, and well-articulated. Let the team members know they will each be evaluated, not only on the collective outcome, but also for their individual part in it.
    • Establish how you will hold your team members accountable and set these expectations with them so you can catch any diminishing performance quickly and course-correct it. And ask yourself what information you need to receive on a regular basis in order to monitor and facilitate progress.
    • Identify and quickly intervene when you suspect someone is “hiding in the crowd” or “coasting” for any other reason. Recognize that one person’s compromised performance affects the entire team, whether this is readily visible in the early stages or not.

If your team isn’t working to capacity, it’s your responsibility as leader to make the necessary shifts to rectify this. The difference between good performance and high performance may define your company’s future and its impact.

© Patti Cotton and patticotton.com. All rights reserved. Unauthorized use and/or duplication of this material without express written permission from the author is strictly prohibited. Excerpts and links may be used, provided that attribution is made to Patti Cotton and patticotton.com, with links thereto.

Three Commitments to Effective Leadership

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commitment
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Are you committed to being a leader?

You have the title. You have the area of responsibility. You’re in a seat that allows you to make key decisions for the larger picture.

Moreover, others have deemed that you have both the competencies and character to lead well.

But what about your commitment?

Without commitment in three key areas, abilities are not enough.

In my engagement with leaders, I will work with them to assess their leadership competencies, their character, and their commitment. Most often, they can readily articulate their strengths – and many are keenly self-aware of their vulnerabilities. When we discuss character, this is often a more reflective time in our conversation, for this is not a question that surfaces as much.

Then, I approach their commitment. Most everyone quickly affirms they are committed, and some may even feel softly affronted that I’ve even asked the question. “If I weren’t committed, I wouldn’t be here,” quipped one. “They don’t pay me enough, but I still sit in this chair!”

It’s at this point that I invite them to reflect on three areas of commitment and to explore where they might need next to grow.

1. Aspiration.

Aspire to a vision. How old is your vision? Is it still relevant? And does it still inspire you to action? If not, it’s certain that your people are not inspired, either. Take the time to revisit this in light of where you and your company are today. Then, review your direction and strategies to ensure they support it best.

2.  Engagement.

Get involved and find solutions. Dive into the many issues that face you as leader, your business, and your industry. Use the appropriate brain trust to turn old ideas upside down and to come up with creative solutions to problems. See the gold in continued growth for yourself. Admit and examine those areas within the company that require refinement or redirecting. Recognize the merits of collaboration as you examine industry challenges and decide to become part of the thought leadership that provides the answers.

3.  Sacrifice.

Be willing to make sacrifices in pursuit of the vision. If you have been in leadership many years, or your business has been long established, there may be pockets of complacency that impede your ability to move ahead. These may not be readily apparent, so as you share the vision anew, make sure that this is shared at all levels of your organization. Ask each area of responsibility, then, to perform a litmus test by examining systems, processes, and protocols to see if these best support the vision and its direction. Then, define the behaviors and attitudes you want to see that reflect company values. What needs to shift or change? What needs to go, or be adopted? Remaining “in place” with what has always worked is a sure sign that you are not staying current – and by default, you could be on the way out.

In essence, commitment in these three areas requires that you roll up your sleeves and do the hard work required to lead well. I challenge you to use this framework as you consider the effectiveness of your own leadership, and that of your executive team.

HOW MUCH

DO OTHERS REALLY TRUST YOU?

​Learn the two vital parts to trust and how they can help you become a more highly effective leader.

GET THE INFOGRAPHIC

© Patti Cotton and patticotton.com. All rights reserved. Unauthorized use and/or duplication of this material without express written permission from the author is strictly prohibited. Excerpts and links may be used, provided that attribution is made to Patti Cotton and patticotton.com, with links thereto.

Why Human Experience Trumps Employee Engagement

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Why Human Experience Trumps Employee Engagement
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What’s so important about human experience in the workplace? Well, everything.

If you are looking to retain great talent, to reinforce healthy and positive culture, and to rise above the competition, then helping your employees find meaning in their work is non-negotiable.

But aren’t you doing this this through providing a great employee experience? No.

Employee engagement initiatives continue to take main stage to respond to and encourage employee motivation, commitment, and the quality of contribution at work. A lot of money and energy have been poured into these endeavors, but we aren’t seeing the results we had hoped for. Why is this?

The truth is, employee engagement initiatives aren’t working, because we feel we can elevate employee engagement by providing attractive perks and rewards. And these don’t respond to the real need.

Recent research findings from Deloitte’s 2019 Global Human Capital Trends examines this challenge. The writers show that employee motivation is driven by career, purpose, and meaning from work.

This means we need to enhance the human experience for each and every employee. Impossible task? Not really.

We simply need to help the employee answer the following questions:

  1. Do I belong to the team, to the organization?

Who are we and why do we belong together? As leader, you can work with your team members to answer these questions through the way you define and live your mission and shared values. See the article “Does Your Team Live Up to Its Values” for a great way to make this come alive.

  1. Am I safe?

Do I work in a trusting environment with individuals whom I respect and who respect me? Every employee must feel they can work together with their team without doubt or reservation, and to know team members can count on each other. This means ensuring a culture of high trust. How well do you and your company measure up? Take the time to examine the components of trust and see where your energy and efforts need to focus – this one thing changes everything at the individual, team, and organizational levels.

HOW MUCH

DO OTHERS REALLY TRUST YOU?

​Learn the two vital parts to trust and how they can help you become a more highly effective leader.

GET THE INFOGRAPHIC

  1. Do I make a difference to the larger picture?

Am I able to use my gifts and strengths in a role allowing me to contribute in a way that makes an impact? Ensuring right job fit and design is just part of this. Reinforcing the contributions of the individual means to teach your employees to recognize the efforts of others and to express this as part of your culture. When was the last time that you told a member of your executive team how they made a difference to the larger picture? Your culture must reflect this at all levels.

  1. Together, do we bring something of value to the world?

Do we as a team and company contribute something that makes a difference to the world? Ask yourself why your company exists. If the answer to your “why” is to make money or products, then you are in trouble. How does the service or product your business offers make a difference for your customers? What are they able to do, live, enjoy that they wouldn’t otherwise? The answers to this must be understood and communicated regularly to your entire employee base. For a refresher on how to define this, read Sinek’s book Start with Why, or see his TED talk “How Leaders Inspire Action.”

  1. Is there room for me to grow here?

One of the top concerns of a thriving CEO is to define and articulate clear career paths within the company to inspire and motivate your employees. These CEOs also make sure that their learning and development efforts include relevant personal and professional growth offerings. How do your L&D efforts measure up? And if you think your employees can’t take time for this, think again. Best companies are making sure their people have this available through regular face-to-face and virtual instruction with a coach approach to ensure that true learning occurs. The rewards are exponential.

What kind of human experience are you offering to your employees?

I suggest that as you start out on the path to providing something of great meaning and value, that you begin by personally answering the five questions above. Walking the talk will not only help you to integrate human experience as culture, it will also help you to personally become more motivated and engaged as you lead these efforts.

© Patti Cotton and patticotton.com. All rights reserved. Unauthorized use and/or duplication of this material without express written permission from the author is strictly prohibited. Excerpts and links may be used, provided that attribution is made to Patti Cotton and patticotton.com, with links thereto.