When you work in branded merch, you know how to think creatively. You also know how to adjust on the fly. From last-minute client requests to shifting campaigns, changes happen all the time. Even if you’ve worked in the industry for years, you may still get tripped up from time to time — especially if expectations aren’t clear. Without that clarity, it’s easy to end up guessing what really matters and where to focus your energy.
Dennis Reina, PhD, and Michelle Reina, PhD, authors and co-founders of Reina Trust, say your team will produce better when your expectations are clear. This is also how you build trust with your team members. In this issue of PromoPro Daily, we highlight their guidance for setting clear expectations and giving your team members stability — even amid changing circumstances.
Make expectations explicit. This doesn’t mean just giving someone a task with a deadline. According to the Reinas, leaders should also communicate what they want to achieve. For example, clearly define the result you want along with the priorities that matter most, like speed or collaboration. Without context, people interpret direction through their own lens. By taking time to make expectations explicit, the Reinas say you are providing enough direction for people to move forward even when the path ahead may still be unclear.
Confirm shared understanding. Don’t leave it to your team members to ask questions if something is unclear. Many people hesitate to speak up, especially in fast-moving environments. They don’t want to slow progress or seem like they don’t know what’s going on. As a result, they may end up working based on their own interpretation. That’s why the Reinas say it’s critical to make sure everyone is aligned. You could say something like, “What challenges do you see?” or “What are you hearing matters most here?” According to the Reinas, these questions encourage people to articulate their understanding and surface concerns early.
Renegotiate expectations as conditions evolve. Even when you lay out clear expectations, things can change. When these changes go unaddressed, the Reinas say people continue working toward outdated assumptions, gradually drifting out of alignment. By renegotiating expectations, you’re not saying that your planning failed. Instead, think of it as a normal part of working in dynamic environments.
When you make your expectations clear, your team knows exactly where to focus. Start by defining outcomes and checking to make sure everyone understands. Then, adjust as things change. It’s not about assigning tasks but giving your team the guidance they need.
Compiled by Audrey Sellers
Source: Dennis Reina, PhD and Michelle Reina, PhD are co-authors of “The Art of Trust Building: Transform Lives, Teams and Organizations” and co-founders of Reina Trust.
