06.
Command by Intent

Golden Rules to Live By

Command By Intent is a clear, concise statement of an operation's purpose and desired end state, enabling subordinates to exercise initiative and act independently to achieve goals, even if the original plan fails

Life is made so much simpler by using this military doctrine (from the book Extreme Ownership) in agency operations, and almost no-one uses it because it requires trust in the people you hired. Despite the exhaustive, hire-wire job descriptions you send it out into the world, trust is rare in agencies, mostly because 'failure' is forbidden. By defining golden rules and empowering your people to improvise, you liberate both parties. There will be mistakes. You will need to have adult conversations, give feedback, and criticize (each other). But the net result is true delegation that:

1. Helps you face reality
2. Separates what you, as an owner, do and own
3. Defines your operating values
4. Enables the Talent Siphon

Put differently, you want a team that doesn't sit waiting to be told what to do. You want a team that learns and improves by learning how to think.

There are no commandments set in stone, but there are personal golden rules you demand of your people. Examples might look like:

• Projects end on time
• No free work as concessions
• No work happens out-of-hours unless in extreme need

Another agencies' golden rules might differ considerably:

• Clients get a reply inside 10 minutes in working hours
• Always present to clients in person
• Always prefer quality over deadlines. If we can make it better, but deliver late, we will

This level of trust enables personal and professional development, creating a high-functioning team, faster and more effectively than hiring 'the best people' you can find.