This article details how to develop your team as a new manager by shifting from technical execution to people development. It uses mathematical ROI to prove the value of coaching and provides a framework for safe learning environments. The guide emphasizes personal leadership as the necessary foundation for long-term team engagement.
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Coaching for Directors
Addressing Recurring Performance Issues as a Manager.
Why won’t he just do it?
David Buirs is a leadership coach in Amsterdam for new managers with 0 to 4 years of experience. This article explains how to address recurring performance issues by first examining your own role before drawing conclusions about the employee. It covers the Golem effect, the right questions to ask as a manager, and when a Performance Improvement Plan is a fair and honest step.
There is someone on your team who has not been delivering for a while.
You have talked about it. Maybe twice. Things improve briefly, then slide back. The same mistakes. The same patterns. The same conversation on repeat.
At some point, the thought arrives: why won’t he just do it?
That feeling is understandable. And it is also exactly the moment things can go wrong.
The Golem effect: how your frustration makes the problem worse
In psychology, the Pygmalion effect describes how high expectations improve performance. Researchers Rosenthal and Jacobson demonstrated this in 1968. Teachers who believed certain students were high-potential saw those students genuinely improve, with no objective difference between them and their peers.
The Golem effect is the opposite. Low expectations lead to lower performance. Not because the person lacks motivation. But because your attitude shapes their behavior.
You ask fewer questions. You explain less. You check in with a slight impatience. You give more critical feedback and less encouragement. Without realizing it, you are sending a signal: I no longer believe you can do this.
And the other person feels it. People are finely tuned to how others perceive them.
The result: the employee pulls back. Takes less initiative. Makes more mistakes. And you see that as confirmation that you were right all along.
Frustration reinforces itself. A performance problem grows while you believe you are addressing it.
The question most managers skip
Before you ask anything of the employee, there is a different question to answer first.
What role have I played in this?
That is not self-blame. It is the most practical question you can ask. Because if you have contributed to the problem and do not address that, nothing changes.
Work through it honestly:
Have I clearly explained what I expect? Not in broad strokes, but concretely. What does success look like? When is something good enough?
Has this person received the right training and resources to actually do this job? Or am I assuming they already know?
Have I given regular, constructive feedback? Or do I only speak up when something goes wrong?
Have I asked how they see their own work? Do they even know I consider this a problem?
Have I asked what they think the reason is? They might see something you do not.
This is not doubt. It is just good management. You cannot change anything in someone else while there are still variables on your side you have not examined.
Curiosity as a tool
The trap of frustration is that you start explaining. You already have a theory. He does not care enough. She is not motivated. He is not cut out for this.
Curiosity asks something different. What is going on for this person? What makes this difficult? What do they need that they currently do not have?
That conversation is uncomfortable to start, especially when frustration has been building for weeks. It feels like walking in the wrong direction.
But it is exactly the conversation that matters. Not to let someone off the hook. But to understand what is actually happening.
Sometimes something personal is going on. Sometimes there is ambiguity you have allowed to persist. Sometimes the person has felt like they are failing for months and does not know how to say it.
And sometimes you discover that the intention is there, but the skill is not. That is very different from unwillingness. And it calls for a completely different response.
When curiosity is not enough
Say you have done all of this. You have clarified expectations. You have offered training. You have had the conversations. You have asked what they need.
And nothing changes.
Then there is an honest question you have to ask: does this person meet the minimum standard for this role?
That is not an attack. It is a professional reality. Every role has a floor. Below that floor, the team does not function, colleagues carry extra weight, and results are missed.
If someone is consistently below that floor, and you have genuinely tried, there is a next step.
The Performance Improvement Plan: a last resort, not a first reaction
A Performance Improvement Plan, or PIP, is a formal process. You document in writing what the expectations are, what the current situation is, and which specific goals need to be reached within a set timeframe. Usually three to six months.
The plan also describes what support you will provide. And what happens if the goals are not met.
A PIP is not a punishment and it is not a goodbye. It is a clearly structured opportunity. With agreed milestones, support, and consequences.
But it only works if the process is honest. If the expectations are realistic. If the support you commit to is real. And if you are using it to give someone a genuine chance, not to build a paper trail for dismissal.
Use a PIP only after months of conversations, feedback, and concrete attempts to improve the situation. Not as a first response to a problem you have not yet fully understood.
Addressing recurring performance issues as a manager starts with yourself. Not because you are always at fault, but because you are the only variable you can directly change.
That takes honesty. And sometimes a conversation you have been putting off.
If you want to work on how you handle situations like this, you can read more about business coaching for leaders or explore what a structured leadership track for your organization could look like. Interested or curious? Let’s chat. Plan your free introduction here. Zero obligation.
Why Don’t Our Managers Show Leadership?
Why Don’t Our Managers Show Leadership?
David Buirs is a leadership coach and trainer based in Amsterdam, specializing in managers with 0 to 4 years of experience. This article is written for HR managers and senior leaders who notice their managers are not leading effectively. It explains why this happens and what structural change actually looks like.
You see it every day. Managers who are present, but not really leading. Teams that bring every decision to you. Conflicts that never get resolved on the floor, but land on HR’s desk instead. Meetings without direction. People quietly disengaging, while nobody says a word.
It is tempting to think it is a motivation problem. That they simply do not want to lead. But that is almost never true.
Most managers genuinely want to lead. They just do not know how.
You promoted your best people
Most managers ended up in their role because they were exceptional at their job. The best developer became team lead. The top sales rep became sales manager. The sharpest analyst became department head.
That is a logical choice. And a costly one.
Being good at your craft has very little to do with being good at leading people. They are two fundamentally different skill sets. The first is about technical knowledge and personal output. The second is about people. About having conversations that feel uncomfortable. About setting direction without having all the answers. About building trust instead of doing everything yourself.
Most new managers never get properly taught that second skill set. They are thrown in at the deep end and expected to figure it out.
The forgetting curve beats the training
At some point, the organization sends them to a training. Two days at a conference hotel. A deck of slides. A handful of models with acronyms. And a satisfaction score that comfortably lands above an eight.
A week later, they work exactly the same as before.
This is not a lack of good intentions. It is neuroscience. The psychologist Hermann Ebbinghaus showed in the nineteenth century that the brain forgets newly learned information rapidly without repetition. Within a week, most of it is gone. Within a month, almost nothing remains.
One-off trainings are not an investment in behavior change. They are an investment in the feeling that something is being done.
Knowledge is not the problem
Ask your managers what they should do when someone is underperforming. They can probably tell you. They know the steps. They know what a good conversation looks like.
But they do not have the conversation.
Because giving feedback is uncomfortable. Addressing a former colleague feels personal. The risk of damaging a working relationship outweighs the abstract knowledge that things would be better if they just said something.
Behavior change does not require more information. It requires practice. Repetition in a safe environment. Reflection on what worked and what did not. And guidance that lasts long enough for new habits to actually stick.
That is what most trainings are missing. Not the content. The architecture.
What actually works
Leadership develops over time, not in two days. That sounds obvious. But the implication is rarely taken seriously when designing a training program.
What works is a program that runs over several months. That connects to the manager’s day-to-day reality. That links theory to concrete situations on the floor. And that builds in space for reflection between sessions.
Not a program you roll out. A program you build around the specific challenges in your organization.
That is the core of my approach to in-company management training. Every program starts with one question: what needs to concretely change here? The design follows that question, not a standard catalogue.
The real question
Your managers are not showing leadership. Not because they do not want to. But because the organization promoted them without supporting the transition. And because the trainings that followed were too short to change anything that lasted.
That is fixable. But it requires looking further than a one-off intervention.
The question is not: how do we make sure our managers know what leadership is? The question is: how do we make sure they actually do it?
Curious whether a program like this fits what is happening in your organization? Let’s have an honest conversation about it. No sales pitch, just a good look at what is needed. Plan your free introduction here.
How to Have Hard Conversations as a Manager
How to Climb the Corporate Ladder Without Losing Your Soul
How to Climb the Corporate Ladder. Without Losing Your Soul.
This article is written by David Buirs, leadership coach and trainer in Amsterdam, for managers in the first zero to four years of their career. It examines how to climb the corporate ladder without compromising your integrity or relationships. The reader learns what two forms of ambition lead to, which small trade-offs erode character over time, and what behavior genuinely distinguishes effective leaders.
At some point in your career, you’ll meet someone who got far by making other people’s lives harder. The question worth asking is: how did they get there?
And more uncomfortably: could that happen to you?
I’ve seen a pattern over and over. Both in my leadership career and in my work as a leadership coach.
It doesn’t start with bad intentions. It usually starts with pressure. A tough quarter. A reorg. A colleague throwing their hat in the ring for the same promotion.
And then, slowly, something starts to change.
They cancel 1-on-1s with their team because there’s a presentation to polish for the executive meeting. Just this once. Then it happens again. They start answering people above them within minutes, and leaving the people below them waiting for days. They get short with colleagues who need something but can’t offer anything in return. They walk past the receptionist without a word, but light up the moment a senior leader walks in.
They start performing importance. In how they talk. In how available they are, and to whom.
I’ve seen manipulation. I’ve seen bullying. And what strikes me most, every time, is that the person doing it isn’t evil. They’re scared. Scared of losing power, reputation, money. The things they’ve come to value above everything else.
Nobody decides to become that person. It just starts to feel like survival.
Two Ways to Climb the Corporate Ladder
Most of us run on a kind of autopilot when it comes to ambition. The brain picks a goal, “make Senior X,” “get the promotion,” “hit the number,” and chases it. When you get there, there’s a brief rush. Then the feeling fades, and the mind finds the next target. And on it goes.
There are basically two ways to move up the ladder.
One is driven by fear and ego: protecting status, chasing titles, accumulating money as proof of worth. The other is less obvious, but much more valuable: building a great career while doing good things for the people around you. Growing. Learning. Leaving people better than you found them.
Both can get you far. But they lead to very different places.
It’s worth pausing to ask: why do I want that promotion? Not the obvious answer. The real one.
What People Regret at the End
Bronnie Ware spent years working in palliative care, sitting with people in the last weeks of their lives. She wrote down what they told her. The regrets that kept coming up.
Nobody said: “I wish I’d made it to VP.”
What they said was: “I wish I’d had the courage to live a life true to myself.” “I wish I hadn’t worked so hard.” “I wish I’d let myself be happier.”
That last one stays with me. Let myself be happier. As if happiness was available all along, but something kept getting in the way.
In most cases, what got in the way was fear. Of not being enough. Of losing what they’d built. Of what people would think.
How You Lose Your Soul. One Small Trade-Off at a Time.
It doesn’t happen in one dramatic moment.
You stay quiet in a meeting when you witness unkind behavior and should have said something. You take the credit because the opportunity was there. You cancel the 1-on-1s to prepare a presentation that makes you look good upstairs. You ignore requests for help that have nothing in it for you. You tell yourself you’ll be different when you get to the next level.
And then you get there. And you’re not different. You’re just busier.
What Actually Works
A few things that consistently don’t work:
Taking credit for other people’s work. It can get you ahead short term. You’ll make enemies who have long memories.
Being warm to the people above you and cold to everyone else. People notice. They always notice.
Withholding information to protect your position. It might feel smart. It erodes trust in ways that are very hard to rebuild.
What does work:
Ask for feedback. Often. From different people. Research suggests around 95% of us believe we’re self-aware. The actual number is closer to 10 to 15%. Your blind spots are probably not a secret to the people around you.
Get specific with your manager about what success looks like in their eyes. A real conversation: what would make you say WOW at the end of this year?
Be proactive. Spot problems. Suggest solutions. Just be careful not to go around your manager to do it. As Robert Greene once wrote: never outshine the master.
The Trap of the First Few Years
Most managers I work with are newly promoted. Zero to four years in the role.
In that period, the temptation is strong to prove you deserve it. By working harder than everyone else. By knowing more. By being visible.
But the shift from expert to leader asks for something different. Doing less. Enabling more. Giving fewer answers. Asking better questions.
Those who learn that early grow faster than those who spend years trying to remain the best individual contributor. That’s exactly where good leadership training makes a difference. Not as a one-off event, but as a structured process that builds lasting behavioral change.
One Question Before You Go
Think of someone you genuinely admire. Someone who got really far. And who somehow stayed warm, stayed real. Someone you’d just call, simply: a good person.
You probably have someone in mind right now.
Ask yourself what it is about them that makes you think of them that way.
I’d be willing to bet it has nothing to do with their title.
This is one of the things I work on with managers in 1-on-1 leadership coaching. Not just how to perform better. But who you want to be while you’re doing it.
Curious whether this resonates with where you are right now? Let’s find out. Plan your free introduction here. Zero obligation.
How to Build a Leadership Pipeline Internally (Before You Need One)
Why you freeze during tough conversations.
This article analyzes the physical stress response managers experience during difficult conversations. It provides practical self-regulation techniques based on neuroscience to reduce tension. The content establishes Personal Leadership as the foundation for effective communication.
You are standing at the door of the meeting room. You’ve rehearsed the script in your head three times, yet your chest feels tight and your breathing is shallow. You are about to deliver a confrontational message, and your body is in survival mode.
This isn’t a lack of preparation; it’s a biological reflex. Your system perceives social conflict as a physical threat. The urge to tense your muscles and shut down mentally is a defense mechanism that might protect you from pain, but it also isolates you from your team.
Personal Leadership starts with your own biology
Real leadership requires the courage to stay open when everything in you wants to armor up. We call this Personal Leadership. When you close your heart to protect yourself, you don’t just block the tension—you block the connection needed to achieve a result. You become a transmitter instead of a partner.
The key to less tension during difficult conversations lies in recognizing this physical constriction. The moment you feel your chest tighten, force yourself to release that tension. Relax your shoulders. Slow your breath. This is not a vague exercise; it is pure neuroscience to pull your brain out of ‘fight-or-flight’ mode.
The power of grounded confrontation
If you remain open, you unconsciously compel the other person to do the same. People sense whether you are speaking from fear or authority. By not suppressing the tension, but physically relaxing into it, you create space for an honest dialogue. You will notice team resistance decreases as soon as you stop building walls.
Whether it’s a performance review or correcting a senior expert, you don’t have to eliminate the fear. You only need to learn how to stay present with it without cramping up. That is the difference between a manager putting out fires and a leader who transforms.
Do you want to dive deeper into your own patterns? During a leadership coaching trajectory, we look together at what is still holding you back from facing confrontation with total composure.
Schedule a free introduction call here to discuss the possibilities for your context.






