The CEO's True Product: Decisions, Not Operations

In the dynamic world of business, the role of a CEO, founder, or executive is often misunderstood. Many believe that their primary responsibility lies in operational activities, ensuring that daily tasks run smoothly. While operations are undeniably important, the heart of their role—and indeed, their most significant product—is the decisions they make. This is especially crucial when a company has reached a plateau and is struggling to achieve the predicted and desired growth.

Let’s dive deeper into why decision-making, particularly the “who” decision, is far more impactful than the “how” decision, and how this shift in focus can transform your business.

The Core of Leadership: Decision-Making

Operational Tasks vs. Strategic Decisions

At its core, leadership is about making choices that guide the direction of the company. While operational tasks are necessary, they should not consume the primary focus of CEOs, founders, or executives. Instead, they should prioritize making strategic decisions that drive the company forward.

The “Who” Decision: A Game-Changer

One of the most powerful decisions a leader can make is the “who” decision—choosing the right people for the right roles. This decision often outweighs the “how” decision—how tasks should be done. Why? Because having the right people in place can lead to better execution and innovation, regardless of the processes initially envisioned.

Examples and Real-World Applications

Example 1: The Right Hire for the Right Job

Consider a tech startup that has reached a growth plateau. The founders are bogged down with trying to refine their product and manage day-to-day operations. They’re constantly asking, “How can we improve our product? How can we streamline our processes?”

Instead, they should be asking, “Who can help us take this product to the next level? Who has the expertise to refine our processes?” By bringing in a seasoned product manager or a process optimization expert, they can leverage these professionals’ skills to achieve their goals more effectively.

Example 2: Strategic Decision-Making in Scaling

Imagine a retail business struggling to expand its market reach. The CEO spends hours devising marketing strategies and tweaking the sales approach. However, progress is slow.

The CEO then decides to hire a marketing director with a proven track record in scaling retail businesses. This “who” decision transforms the business. The new hire brings in fresh ideas, effective strategies, and a network of contacts that significantly boost the company’s growth. The CEO’s strategic decision to attract the right talent made a more significant impact than the operational tweaks ever could.

The Role of Control and Execution

While making the right decisions is paramount, executives must also ensure these decisions are executed effectively. This involves setting clear expectations, providing the necessary resources, and establishing accountability. However, the foundation of this process lies in the initial decision of who will carry out these tasks.

Shifting the Focus from “How” to “Who”

Overcoming the Plateau

When a company hits a plateau, it’s often a sign that a different approach is needed. Instead of doubling down on the “how” questions, leaders should pivot to the “who” questions. Who has the expertise, experience, and vision to drive the company past its current limitations?

Empowering the Team

By focusing on the “who,” executives can build a team of empowered professionals who bring their own ideas and solutions to the table. This not only alleviates the leader’s burden but also fosters a culture of innovation and accountability within the team.

To Founders

If you’re a founder, CEO, or executive feeling stuck in the operational weeds, it’s time to take a step back. Ask yourself:

• Who on my team can take over these tasks?
• Who can bring in the fresh perspective and skills we need?
• Who can drive the change necessary for our growth?

By answering these questions, you’re not just delegating tasks—you’re making strategic decisions that can propel your business forward.

The Path to Sustainable Growth

In conclusion, the essence of effective leadership lies in making strategic decisions, with the “who” decision being the most impactful. As a leader, your primary product is the choices you make, not the operations you oversee. By focusing on attracting the right professionals and empowering them to execute your vision, you can break through growth plateaus and achieve sustainable success.

Remember, the next time you’re faced with a challenge, don’t just ask, “How can we solve this?” Instead, ask, “Who can help us solve this?” This shift in perspective could be the key to unlocking your company’s full potential.