How to Use Performance Reviews to Build Trust

Learn from my failure. When’s the last time you walked away from a business review knowing you nailed it? Quarterly reviews? Exec updates? Board meetings? You delivered, and you knew it landed. Not often? I've failed multiple times, including recently. And here's the thing: most reviews/presentations fail before they even start. Not because your content is wrong. Not because you’re unprepared. But because you’re focused on the agenda instead of the goal. The goals of the room. I’m constantly reminded that I can get better at this after every. single. presentation. The truth: they aren’t just about reporting on what’s been done. They’re about building trust, proving impact, and aligning with what actually matters to the business. And the best part? The skills you develop to deliver an effective review aren't just for the exec team, management team, or board meeting. They're the foundation that turns a Director into a CMO. And after my 100000th review, I'm still learning. Here's where I'm at today. A great business review should: 1. Counter assumptions & build credibility – Directly counter any assumptions that important tasks are not being addressed or mishandled. Show that leadership is in control and delivering on priorities. 2. Showcase metrics, not just words – Avoid overemphasizing areas the audience doesn’t value, especially when there are gaps in delivery elsewhere. Data beats anecdotes. Show progress, don’t just talk about it. 3. Invite constructive feedback – Create a venue for stakeholders to suggest areas they feel are overlooked or misprioritized. Alignment doesn’t happen in a vacuum. Bring the room into the process. 4. Make invisible work visible – If stakeholders don’t see it, they assume it’s not happening. Prove them wrong. 5. Demonstrate say-do alignment – “We said we’d do X. We did X. Here’s the result.” Set clear expectations for what will be done and when. So, before any major meeting, I remind myself: THE AGENDA IS NOT THE GOAL. Start with the goals, then shape everything else around it. I've finally built out my template for an effective business review, and I'm happy to share it. But remember, it starts with the goals, not an outline from some random LinkedIn connection. :) I'll also send my longer diatribe on running an effective review. Comment ✅, and I'll send it to you!

Q. Is a "feedback sandwich" still a best practice? (a word of praise followed by constructive feedback, then more praise)? A. No. When a "feedback sandwich" is effective it's not because of the "sandwich" format. It's because there is already enough trust established between the manager and the employee that the employee can accept the manager's suggestions easily - meaning the "sandwich" wasn't even necessary. The reason so much managerial feedback is badly received by employees is not because of the way it's delivered. It's because the relationship between the manager and the employee isn't strong enough. We easily accept feedback from people we trust - like a family member or good friend. A manager can establish that level of trust by being someone employees look up to and respect. It takes time to build trust but it's absolutely worth it. When your teammates trust and respect you, it's because you trust and respect them too. When you reach that point, they'll not only listen to your feedback, they'll ask for it. For years managers have been taught that certain words or phrases or techniques like the "feedback sandwich" will help their feedback be better received, but this is bad advice. It goes counter to everything we know about people. If the reason you're able to give feedback is because you're the manager and they are not - an unequal power relationship - your feedback is not likely to do any good. It can easily damage your relationships even further. Trust is the key. Someone has a PTO request? Make it your highest priority to approve it. Someone needs you to look at a document? Do it as quickly as you can. There's no mystery about how to build trust on your team. The problem is that in many organizations they don't talk about this topic. They don't give it much importance. They assume that being a manager is enough. You're the manager, so employees must listen to you. But it's not true. If there's too little trust, your feedback will feel like a threat. With trust in the mix, you'll address anything that needs to be shared in the moment, like this: YOU: Sandy, what was the story with that Acme Explosives thing? SANDY: Oh, they have a new Receiving person who didn't see the Priority code on the bill of lading. We got it straightened out. YOU: Great, thanks. Somebody at Acme was hot about it. Leo, I think? He called me. I talked him down but he wasn't thrilled. SANDY: He's the Receiving manager. Thanks for talking to him. YOU: What can we do when that kind of thing happens, to avoid a small problem blowing up? SANDY: I got too worked up. I was trying to help the new Receiving guy but I guess he was nervous about making a mistake, so he was defensive and I was too harsh. That's my bad. Sorry about that. YOU: Okay, no problem, do I need to do anything else? SANDY: No, I'll shoot Leo an email and copy you in. I know what to say. YOU: Tremendous, thanks!

In my first year as a manager I alienated one of my reports by giving him too much feedback in a direct and pointed way. The feedback was "right" but delivered to bluntly and thus unwelcome. Just because you “can” give feedback doesn’t mean you should. The power of your feedback comes from the trust you build with your reports. Here is how you can build it: The most important thing to understand is that even if you have the institutional authority to deliver this feedback (your title), you need the relational authority before you can deliver it effectively. Read this line again please - doing so will help you avoid either giving pain or making problems for yourself (I did both). This means that your reports need to trust and respect you before they will listen to any feedback you give. You can build this trust and respect by: 0) Being Empathetic I was too blunt. I thought that only being right or wrong mattered, not how I said things or the judgment in my tone and words. I lacked Emotional Intelligence (EQ). How you say things matters, and this means not just the words you say but the real intent behind them. My intention in that early review was not truly focused on helping the person, but rather on scolding him into better behavior. I'm not surprised he reacted poorly to it. 1) Being Consistent Good managers are consistently giving feedback—both bad and good—to their reports. Make sure you are recognizing and acknowledging your employees’ strengths as much (or more) than you are pointing out their areas for improvement. This will make them feel comfortable with you pointing out room for improvement because they know you see them for more than their flaws. 2) Never surprise someone with a review. This is related to point 1. If you are consistently giving small pieces of feedback, a more serious piece of negative feedback should not blindside your employee. They should know that it is coming and understand what the issue is. 3) Deliver corrective feedback ASAP, and use clear examples. As soon as you see a pattern of behavior that needs to be addressed, address it using clear evidence. This gives the employee the chance to reflect on the behavior while it is still fresh in their minds, not months later when their review comes around. 4) Check in to confirm that you are being heard correctly Ask the employee if they understand the feedback you are giving and why you are giving it. 5) Be specific enough to drive change The more specific behaviors and examples you can use to support your feedback, the better your employee can understand that you aren’t speaking from a place of dislike or bias. This also gives them more concrete references to inform their behavior change. Readers—What other ways do you build a relationship before giving feedback? (Or, how have you messed this up?)