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🖊️Small Business, Big Lessons is a podcast from Buffer that goes behind the scenes with inspirational small businesses to explore how they are questioning the best ways to build a business and uncover the big lessons we can learn from their journeys (so far). Check out the third episode here.Small businesses are small for a reason – they often have a limited budget and resources, and usually consist of fewer team members. Yet, this can be their greatest asset. When things are done at a smaller scale, without the pressure to pursue growth, entrepreneurs are less constrained and can fully embrace their vision and goals. This leads to building a business that they can feel good about.Companies don’t have to grow at an exponential rate in order to make a great impact. In season 2, episode 3 of our podcast Small Business Big Lesson, we cover how for some businesses, staying small can be a superpower. In this companion blog post, we’ll share their stories and showcase why, sometimes, thinking small can lead to the biggest dividends.What are the benefits of staying small?There can be a misperception that small businesses need to expand their operations in order to be successful. Not only can small businesses stay small and still be profitable, but there are a myriad of other benefits that they can reap.Stronger team relationshipsAccording to business coach Holly Howard, one of the biggest advantages of staying small is that it allows for a healthier company culture where individuals can form stronger ties with one another.As mentioned in season 2, episode 2 of Small Business, Big Lessons, employees can sometimes get the short side of the stick when a company focuses on growth at the expense of their team members. This can lead to team members feeling overworked, undervalued, and less connected to the company, decreasing employee engagement – the emotional commitment an employee has to the company. But when team sizes are smaller, there’s more opportunity to develop a healthier, more connected company culture.“​​It has to do with intimacy,” Holly said. “When you intentionally stay small, you can have really meaningful connections with everybody on the team or in the company.”Creating a healthy company culture is not only good for employees’ overall satisfaction, but it can lead to a better bottom line for the business. Studies have found that when teams have higher levels of engagement, productivity increases by 17 percent, and sales increase by 20 percent.More autonomyAnother plus of running a small business is that entrepreneurs have more autonomy and control in their day-to-day work. This is because small business owners are their own bosses and can do whatever they feel is best for their company. Since team sizes are typically smaller and there are fewer levels of management to go through, small businesses allow for more adaptability – a huge pro for entrepreneurs.According to Forbes, a 2018 study found that this very freedom allowed self-employed individuals to be more engaged and find their jobs more rewarding than their peers who worked traditional jobs. Holly believes this flexibility is one of the reasons some entrepreneurs choose to intentionally stay small.“The other part might be this creative adaptability that you really have when you are smaller, versus when you’ve scaled to a certain size,” said Holly. “And that creative adaptability is something that a lot of entrepreneurs are very passionate about, that really inspires them.”More equityMore small businesses can lead to a more equitable society, according to Sparktoro co-founder Rand Fishkin. He believes that it’s healthier for society and democracy when there are more thriving small businesses and fewer monopolies. This is a driving principle for how he operates Sparktoro, and why he has no plans to expand the company in the near future.“A big part of our passion around [small businesses] comes from our broader beliefs about sustainability and economic justice,” Rand said. “We believe that economies work really well, democracy works really well, capitalism works really well when there are lots of small and medium businesses, lots of competition in a sector, and that competition is fair and equitable.”Rand (L), co-founder of Spark Toro shooting a promotional videoAnd Rand’s not wrong. According to the Robert Wood Johnson Foundation, “small businesses create jobs, build wealth and help close racial and gender wealth gaps, especially in communities where opportunities have been limited historically.”Championing small businesses means supporting diverse and oftentimes underrepresented communities and also stimulating the economy.How staying small has allowed these businesses to operate differentlyRather than sticking to the status quo, these entrepreneurs are able to run their businesses differently, and in ways that are more sustainable and impactful, all because of their agile size.Harlow pursues growth on their own termsAndrea and Samantha left their marketing jobs because they wanted more autonomy in their work lives, something they now have at Harlow – a small business they created together that helps freelancers get organized.At Harlow, they’ve been able to establish ground rules that allow their team to work at their own pace, including no meeting days, flexible working hours, and prioritizing self-care. These are initiatives they were able to put in place because they’re a smaller team, and they believe these policies will benefit them in the long run.“We want to build a profitable and sustainable business, and one that doesn’t burn us out, you know? We are in this for the next 5, 10 years,” Andrea said.Staying small has allowed the co-founders to pursue growth on their own terms. While they do hope they attract more clients to Harlow, they’re not willing to compromise their values in doing so.“I think the thing that gets lost sometimes when we talk about staying small is it’s not that we want the company to stay small. We want more and more users to join Harlow and experience the power of Harlow and the simplicity of Harlow. …. But again, we want to do so in a way that feels good for us.” View this post on Instagram A post shared by Harlow (@meetharlow) Paynter Jacket cultivates personal connections with their suppliersA huge plus for Becky and Huw of Paynter Jacket – an ethical clothing company that releases four limited edition jackets each year – is that they’re able to develop a close relationship with their suppliers. This is often not the case for larger clothing companies that place bulk orders and never meet the factory workers who produce their garments.This relationship between Becky, Huw, and their supplies didn’t happen overnight. But as Paynter Jacket placed more and more small orders, a trusting relationship soon developed.“After long enough of doing that, when the proof is there, and they do trust you – that’s when [the relationship] then turns into something really special. And actually, our factories have told us they are small businesses too.”Becky also believes by ordering a limited number of jackets each year, and by forging friendships with the factory workers, they help ensure their products are made with the highest quality.“And we were really lucky to work with some incredible suppliers,” she said. “So we would rather keep working with them and keep creating orders that are the right size for them to manufacture at a really, really high standard and grow together.”SparkToro forms a different relationship with their customersAs a company not focused on hypergrowth, Sparktoro isn’t interested in retaining as many customers as possible like other Saas companies. In fact, Rand knows that most tech companies purposely make it hard for customers to cancel a membership or subscription and he’s very intentional in doing things differently.“There’s a lot of what I call ‘UX dark patterns’ and sort of marketing tips and tricks that you can use to make sure people don’t leave the subscription,” Rand said. “You make the cancel button harder to find, or you have to call to cancel … And we don’t do any of that stuff.”Instead, Sparktoro sends monthly reminders to customers to cancel their subscriptions before they get billed. This means that the small business does have a high cancellation rate, but, they also have a very high recidivism rate, meaning people will renew their membership.“People come back to the product again, and again,” Rand said. “We’ve had folks who signed up for Spark Toro and quit five, six times, and we’ve only been around two years. We wouldn’t be able to do those kinds of things if we were pursuing growth at all costs.”Other personal benefits these entrepreneurs have gained from staying smallOperating small and lean businesses has provided these entrepreneurs with many advantages in their personal lives as well.Rand observes a chill workweekSparktoro’s three team members observe what they call a “chill work week.” Rather than spending over 40 hours a week working, as many tech companies do, Rand and his colleagues typically put in 25 to 30 hours a week.Of course, there are some weeks when the team may have to work more hours, but for the most part, they’ve been able to run a successful business and maintain a great work-life balance all at once. Rand credits this to the company’s philosophy around keeping things small, not chasing growth, and focusing on the most essential work.“I spent almost a month in Italy in the spring,” Rand said. “And I was barely putting in two hours a day. It was beautiful – running a company that’s got a million-plus dollar ARR run rate and growing nicely. And still managing to work very few hours essentially.”Samantha and Andrea conduct one-on-one meetings with freelancersSamantha and Andrea conduct free, 15-minute one-on-one sessions with various freelancers to offer advice and support. It’s a way for them to give back to the community but also grow their personal networks as well.If they were a larger company, it would be difficult to scale this size of a program, but because they’re smaller and have more flexibility in their days, it’s something they can easily fit into their schedules. Their nimble size allows them to quickly pursue these kinds of opportunities, rather than having to go through a longer approval process.“It would be a lot harder to launch a program like that at a larger organization … and so it is wonderful that we can just test something out like that. I can, on a spur of the moment, just tweet about something, and then we can build a program around it,” Samantha said.Becky and Huw get to be a part of every step of the processA huge perk of running a small company for Becky and Huw is that they’re able to work on every aspect of the business – including product design, customer service, annual planning, and setting up photo shoots – themselves.“We’re both really detail-oriented,” Becky said. “And we just get really excited that we have a whole variety of things that make up our day. And we’re completely in charge of our own learning.”Huw and Becky at a clothing factory As they only have one other part-time employee, being a small team has also allowed for more originality in their work. Becky says that this shows through in everything they do, including the way their product shots turn out.“It might mean that if there’s a storm, and your location is the beach, then your umbrellas are upside down and things look a bit chaotic,” she said. “And you’re probably going to stop and look at that picture a lot more than you would with something that looks kind of perfect.”This is important to the duo, as they always want their customers to see that even though they’ve created a successful fashion brand, Paynter Jacket consists of real people.It’s not that there aren’t any challenges to staying small, but ultimately, these business owners wouldn’t have it any other way. For Huw in particular, running Paynter Jacket with Becky has been immensely rewarding and he hopes to keep doing it for years to come.“There’s a great quote in this book called ‘Rework,’ and it’s, ‘small isn’t a stepping stone, small is a great destination in itself,’” he said. “We truly believe there’s beauty in small business. Just the statistics of it. Small businesses are the biggest employers in the country.”Want more on intentionally staying small? Check out the full episodeThe businesses we interviewed in this episode have further insights to share about intentionally staying small and its value for brands. Check out the full episode here.

Believe it or not, TikTok users aren’t opposed to ads — they just have high expectations for them. The most successful ones are quirky, creative, and entertaining — almost a reflection of the platform itself.
When brands take the time to understand TikTok, it becomes much easier to develop concepts, jump on trends, leverage effects and audio, and, ultimately, connect with an audience.

So, to help you hit the right note, we’ve compiled a list of the best ads on TikTok to inspire your next campaign.
1. DoorDash
“I want to show you how I was able to afford AirPod Pros in 48 hours starting with nothing.” 
An enticing hook within the first few seconds? Check. However, there’s much more going on here.

@DoorDash – Driver
Be your own boss
♬ Promoted Music – DoorDash – Driver

First, the message. Notice how DoorDash positions itself as a side gig. It even points out how you can make more money in less time. This message is clearly enticing to its audience of young adults who want the latest gadgets without committing to a full-time job.
Second, the delivery. The ad uses a Gen Z narrator to appeal to a similar demographic. On top of that, he uses a popular effect on TikTok, known as green screen, allowing him to demonstrate how easy it is to sign up for DoorDash. When you combine all these tactics, you get a video that looks and feels authentic to the platform.
To recreate the same magic, focus on conveying a message that speaks to your audience and leverage platform-specific tactics — like effects, music, and audio — to deliver it in an authentic and engaging way.
2. HelloFresh
There’s nothing worse than watching an ad that feels scripted or forced. One way to get around this is by filming a vlog-style video, like this one from HelloFresh:

 
Out of the gate, the narrator grabs your attention by mentioning a common pain point: spending too much at the grocery store. So, she tries a meal kit. We follow along as she unboxes the ingredients, chops up the vegetables, and savors the end result. 
Her final verdict? Surprise, surprise — she’s happy with HelloFresh (“We definitely recommend this! It’s easier, cheaper, and you get to try new delicious meals every week!”). But, more importantly, her recommendation feels personal, almost like an endorsement from a trusty friend. Because we walked in her shoes, sort of speak, the review feels sincere.
3. Crumbl Cookies
This ad is like candy for the eyes. It uses bright colors, upbeat music, and slow-motion shots of ooey-gooey cookies. The icing on the cake (or cookie?) is its use of humor.
The message is simple: you deserve to celebrate the sweet things in life. However, if you didn’t have a victory today, Crumbl Cookies has you covered with a list of unspectacular achievements, such as: “Your team won the big game. Your team tried to win the big game. You didn’t even know there was a big game.”

This is a good reminder for brands to lean into humor, show a personality, and refine their brand voice. Tiktok is quirky by nature, and marketers find success when they’re willing to get creative and silly.
4. Kung Fu Tea
Hashtags play a major role on TikTok. They help users find relevant videos and connect with those who share the same interests. For marketers, they can also boost a post’s visibility and reach.
Kung Fu Tea’s #BobaChallenge is the perfect example of a brand harnessing the power of hashtags. The challenge is simple: try to stab a straw in your boba cup with your eyes closed. Silly? A little, but also highly engaging, simple to execute, and effective at creating genuine reactions. As a result, the #BobaChallenge went viral, racking up thousands of likes and shares.

@kungfutea Simpler times. Video by @christianc561
#kungfutea
#bubbleatea
#boba
#bobachallange
♬ original sound – Kung Fu Tea

If you want to run a hashtag challenge, take a page from Kung Fu Tea and keep it simple, inclusive, and, most importantly, fun.
5. Clearly
Here’s another example of a hashtag challenge — with a twist. This one leverages TikTok influencers.
Clearly, an eyewear company, kicked things off with a branded hashtag (#ClearlyTransform) along with a challenge: show us your best look with your favorite pair of glasses. The overall message was to encourage people to feel confident while wearing glasses.
To spread this message even further, Clearly partnered with five high-profile creators including TikTok star Leenda Dong, who completed the challenge and shared it with her 17 million followers.

@yoleendadong
#ad ✨ Super spy vibes ✨ with my @Clearly frames 😉 Join the
#clearlytransform hashtag challenge to show off your glasses.
#clearlypartner
♬ Crystal Clear – Clearly

Clearly understands the importance of user-generated content. It gave participants creative freedom to interpret the challenge in their own way instead of forcing a message or pushing its branding.
Plus, by partnering with TikTok influencers, the challenge generated 241,000+ video submissions, 32.7 million engagements, and 12,000 new followers over six days.
6. CoverGirl
The best ads on TikTok don’t feel like ads. Let me explain.
For context, makeup tutorials are wildly popular on TikTok. In the example below, CoverGirl leans into this category by recreating a makeup tutorial using its new foundation. The video shows a makeup enthusiast applying the foundation and hyping up the results. The audience is getting value by seeing the product “in action” and learning a few tips from the narrator.
At first watch, you think the video is from a regular TikTok user instead of a brand — which is exactly by design. Because it looks natural on the platform, users are less likely to scroll past. In short, it strikes the perfect balance between providing value without being too sales-y.

@covergirl
Get Easy Breezy Glowy Skin with COVERGIRL’s Clean Fresh Collection
♬ Promoted Music – covergirl

Back to You
We hope these brands have inspired you to think outside of the box and get creative. It’s helpful to remember that TikTok is a fun, entertaining platform, making it necessary to match that energy in your marketing.

As we head toward the end of 2022, it’s time to look back at examples of brands that have successfully “newsjacked” a trend.

In this article, we’ll cover some of the top trending topics of the year and the brands that took them on.
1. Popeyes
In late September, artist Rihanna announced via Instagram that she would be performing at the Superbowl.
The image, which confirmed earlier speculations of the singer’s participation, quickly made its rounds.

Wasting no time, Popeyes then shared its own version of the popular image just one day later.

Popeyes is one of the few brands that executed this newsjacking correctly (and legally). Many brands wanting to jump on this news took a great legal risk.
Instead of following Popeyes lead, which replicated Rihanna’s image with its own product and hand model, many simply Photoshopped their products into the artist’s hands.
This could be considered copyright infringement, as the recreation of the image in this way is considered derivative work and requires explicit authorization from the copyright holder.
Secondly, it can also violate the artist’s right of publicity, as their likeness is used in a manner they have not agreed to.
Is this likely to escalate? Probably not as it serves as additional publicity for the NFL and Rihanna. However, in another case, it could. The legal consequences are simply not worth the temporary boost in reach or engagement.
The key takeaway here is that when newsjacking, it’s still important to review the trend before jumping in to ensure you’re not putting your brand at risk.
2. Lay’s
The reality TV competition show Big Brother isn’t where you’d expect to see Lay’s advertisement. But when one contestant showed a love for Lay’s chips, the brand started shouting out the contest on its Twitter account.

This particular contestant, and subsequent winner Taylor Hale, become one of the most popular faces of the franchise due to the bullying she faced in the house. With many Americans rallying around her to show their support, Lay’s also joined in.
Judging by Lay’s recent Tweets, their posts on Hale earned them over 50x more engagement than they typically get on the platform.
Once Hale was announced as the winner, the brand also contacted her – seemingly for a potential partnership.
This is a great example of how a brand can leverage a seemingly trivial situation and turn it into something special.
3. LEGO
Remember when Wordle has us all agonizing over five-letter words? Well, LEGO capitalized on that buzz and joined in – in LEGO fashion, of course.

Can’t stop imagining #wordle tiles as LEGO bricks. 🟩🟨⬜ pic.twitter.com/GYzQISo6g2 — LEGO (@LEGO_Group)
January 12, 2022

Something like this is so simple yet can be incredibly effective. Because the point of newsjacking isn’t necessarily to get sales, but instead to increase your reach, get engagement, and connect with your audience.
When you think of it this way, it’s much easier to leverage.
4. Norwegian Cruise Line
The conversation around NFTs started gaining steam in January 2021 and peaked one year later in January of this year, according to Google Trends,
Since then, brands have been scrambling to both understand what it is and how they can use NFTs for marketing.
NCL took the leap by leveraging the buzz around NFTs to announce its new cruise line. They released a collection of six NFT art pieces available for auction that depict the new cruise line at sea.

Image Source
According to a press release, the winner of the auction will also win a room on one of the ship’s inaugural voyages.
5. K18
BeReal has made a big splash this year as the better, more authentic version of Instagram.
As a quick refresher, the concept behind BeReal is simple: At some point every day, users are prompted to share a picture of themselves in real-time using both front and back cameras.
There are no pre-taken pictures allowed and once you miss the two-minute countdown, that’s it.
The idea is quite interesting and has garnered the attention of many consumers as well as brands.
The thing is, many brands are still unsure how to use the platform. Not K18 though.
Joining brands like Chipotle, E.L.F, and Rare Beauty, K18 is one of the few brands that are exploring this platform.

Image Source
Because spontaneity is required, it makes it difficult for brands to add structure to their BeReal strategy. However, K18 has taken this as an opportunity to build community and take users behind the scenes.
The takeaway here is that not every platform will allow the same approach. Having some flexibility will give you more room to explore these trends as they come.
Trends come and go – the key is knowing which ones to join and which ones to skip. However, when done right, they can earn you a stronger community, more engagement, and more reach.

There are plenty of perks to getting promoted. Beyond a salary increase, a promotion typically means more influence on your team, more autonomy, and more control over your day-to-day tasks.
But to get promoted, you need to do more than just perform well in your current role. You also need to demonstrate new skills that will help you succeed in the next role.
Whether you’re an individual contributor (IC) or people manager looking to get promoted, you’re in luck. Here, I spoke with Help Scout’s VP of Brand, Kristen Bryant Smith, to learn what she looks for when promoting both ICs and people managers.
In this post, you’ll learn:

What skills all marketers should focus on when it comes to career growth
What factors you need to demonstrate to get promoted as an individual contributor
 What factors you need to demonstrate to get promoted as a people manager

Let’s dive in.
Coming Soon: Act Like a Leader, Think Like a Leader [Click Here to Add to Google Calendar]
How to Get Promoted as an Individual Contributor or People Manager in 2023 

Skills All Marketers Should Focus on for Career Growth, According to Help Scout’s VP of Brand
To start, I asked Smith about the skills all marketers should develop to stand out in their roles.
I’d expected the standard list — strong communication skills, expertise with analytics, or creativity and problem-solving — but Smith started with something else.
Storytelling.
As she puts it, “I think storytelling happens on many different levels. It happens with the way you tell the story of your company’s product or services. It happens at the brand level, when you’re expressing what your company offers to the world. But it’s also important to be a good storyteller as an individual so that you can express the level of impact you’re making on the team.”
She adds, “Storytelling matters when you’re writing a blog post or creating a campaign, but it also matters when it comes to reporting on the impact of those efforts.”
This makes sense. To get promoted, your manager needs to express to leadership why you’re deserving and prepared for the next role. And, to help your manager do this, you need to be able to tell the story of your own impact on the team, and organization at large.
The stories you tell when it comes to your projects matters. Consider, for instance, the difference between telling your team, “Our marketing campaign generated 300 net-new leads”, versus telling them, “Our marketing campaign successfully generated 300 net-new leads. More leads means more prospective buyers. Our previous campaign back in July only generated 100 new leads. This demonstrates tremendous growth on our team when it comes to how our campaigns impact revenue.”
See the difference? Storytelling helps you showcase your awareness for larger company goals, and puts your projects into the context of business impact.
Beyond storytelling, Smith also told me, “Another skill that matters is being able to connect the dots as a collaborator. It’s easy to focus on the content of what you’re communicating, but you can set yourself apart by being someone who adds contextual knowledge and listens to others across the business.”

She continues, “Being a cross-department translator makes you invaluable, because you’re the one who is opening up the doorways that people can walk through more easily. You’re a guide for everyone else on the team.”

It should be noted, it’s undeniably easier to be a connector at a company that values transparency and enables each employee to have insights into other team’s objectives and processes. But, if it’s possible at your organization, becoming that translator shows leadership that you’re committed to helping your entire organization reach its goals — not just your own.
Next, let’s jump into some factors you should consider if you’re hoping to get promoted in an IC role.

The Factors That Matter to Get Promoted as an Individual Contributor
There are two factors Smith believes are important for getting promoted as an IC:

Being able to set realistic goals and hit them.
Being consistent.

First, let’s focus on being able to set realistic goals and hit them.
Smith told me, “I am far more impressed by someone who sets and hits an achievable goal than someone who sets and misses a far-reaching, not-so-attainable goal. If you don’t hit that big goal, you don’t learn as much as you do when you hit and exceed a more reasonable target. You instead are faced with figuring out if your tactics underperformed or if your targets were off. With more realistic numbers you can establish an informed baseline and hold yourself more accountable.”
Of course, setting goals isn’t as easy as it sounds, particularly if you’re launching a new marketing initiative and don’t have historical metrics to refer back to.
Smith recognizes the challenge of setting realistic goals, but believes it’s a muscle that can be developed over time. As she puts it, “Trying to put numbers on everything is hard — especially when big numbers often feel more inspiring. Get comfortable with quantifying things regardless of their size. Seeing those numbers change over time is how you’ll tell the story of your impact.”

Additionally, as an IC you’ll want to show initiative by reflecting and learning from your goals — whether you hit them or not. You want to be someone who raises their hand and says, “I know we hit our goal. But what was it like to get there? What did we learn?”
As Smith puts it, “As an IC, you need to recognize the power and agency you have over even the smaller-scope items without waiting for your manager to tell you.”
And, equally important for IC promotions: Consistency.
Smith says, “When I think about the ICs I’ve promoted, I think about the people who are very reliable. You know if they’re tasked with something that it will get done and they will deliver. You also know they’ll communicate with you if things go awry and provide updates along the way. Consistent communication and on-time delivery are huge factors to consider when promoting at the IC-level.”
How to Coach These Skills in Your IC
Managers can help coach their direct reports and teach them how to refine their goals in ways that feel reasonable.
Encouraging reflection can help when you’re trying to teach your direct report how to set more realistic goals.
For instance, when you sit down with your employee, you might say, “How can we apply the learnings from this project moving forward?” or “I know you didn’t hit your goals for this campaign. If you could do it again, how might you alter your goals to make them more manageable?”
In terms of consistency, positive reinforcement is key. Recognize when your IC is delivering strong results on a consistent basis, so they know it’s being noticed.
And if they’re not consistent, have conversations to uncover why they’re not meeting deadlines. Is there a lack of communication or other process inefficiencies that is leading to these inconsistencies? If not, perhaps your IC needs more training so she can become more efficient at her job and deliver the right materials more frequently.
Next, let’s explore what you need to develop to get promoted on the manager-level.

The Factors That Matter to Get Promoted as a People Manager
Being a good manager requires empathy, strong listening and communication skills, and the ability to provide strong, clear feedback.
But beyond that, there are four factors Smith looks for when considering whether her people managers are excelling in their roles and ready for the next step. These include:

An ability to navigate ambiguity and translate it effectively.
Providing role clarity to each of your direct reports.
Thinking on longer timelines.
Demonstrating empathy.

One of the biggest factors, in Smith’s opinion, of a strong people manager is someone who can effectively navigate ambiguity and translate it so they’re not passing ambiguity down to their team.
As she puts it, “It’s your job to translate ambiguous information into something that is actionable and helpful. You’re a filter for your team. They need to look to you to get answers — not more questions.”
She adds, “Good managers can come in and hear the loose, longer-term themes from the executive team, and then translate them into strong quarterly plans for their team.”
In her opinion, that’s why hierarchy should exist in the first place: So people can think on different timelines. The executive team needs to look one year or even five years out, but director-level needs to focus on quarter over quarter.
Which leads me to my next point: If hierarchies exist so people can think on different timelines, then it makes sense that people manager growth happens when you can demonstrate you’re officially thinking on a new, longer timeline.
For instance, as a people manager, rather than saying, “I’m working on this project, and it’s going really well,” you could say, “I’m working on this project right now, but I really think we need to start thinking about other similar projects a couple of months from now.”
“Initiative is huge,” Smith told me. “You need to suggest new plans, and tie them back to business outcomes. How can you hear the context of what’s going on across the business — what the sales team is excited about, what’s coming from the product roadmap — and use it to prioritize what you have control over? That’s what sets people apart and starts to move them up the ladder.”
Another critical trait of a people manager who is ready for a promotion? Being able to provide role clarity.
Smith says, “Your direct reports deserve to know how your expectations vary from project to project. How do you ensure they understand how they’re being measured with each project they take on?”
There’s nothing worse than starting a new experiment or project and realizing your manager has no idea how she’ll measure your success. To demonstrate you’re ready for a director-level, you need to show you can pivot with your employees as their roles shift while clearly communicating your expectations of them no matter the context.
And, finally, Smith emphasizes — how you treat people matters. “You need to be able to hear 360-feedback and make sure your actions line up with your company’s values,” She says. “You need to be an empathetic leader and adjust things accordingly if your employee is struggling or dealing with something outside of work. No matter what, I’m never going to promote someone who creates a toxic environment for their team.”
How to Measure These Factors in Your People Managers
While this is all well and good, it can be incredibly difficult to define and measure these factors in your people managers. On a daily basis, how do you know they’re translating ambiguity effectively? And how can you ensure they’re providing role clarity, or being an empathetic leader?
Let’s start with measuring their ability to translate ambiguity. For Smith, it’s simple: How much back-and-forth is required during quarterly planning?
She told me, “If the [back-and-forth] loop of communication to get alignment with your directors is small, then it’s because your director knows how to effectively translate what you’re asking into direct actions for their team.”
In short: If your director can sit in leadership meetings and take those larger-picture goals and distill them into actionable, specific plans for her team — then she’s good at distilling ambiguity. If not, then she might need more coaching or development before she’s ready for a promotion.
Skip-levels and employee feedback surveys are additional opportunities to learn how the managers on your team are performing. Ultimately, these surveys can help you discover whether your managers are leading with clear guidelines and empathy.
Finally, let’s explore what leaders get wrong when they consider promoting both ICs and people managers.
What Leaders Get Wrong When Thinking About Promoting ICs or People Managers
A promotion doesn’t just mean an employee is performing well in their role. It also means they’re ready and able to take on more responsibility beyond their current role.
Smith provides an example for this. She told me recently, her team was defining the difference between a content writer and a content lead. They determined a content writer is a role in which everything the writer creates is planned by someone else. Alternatively, a content lead is someone who starts to plan out additional content that will perform well with the intended audience.
“As a manager, it’s important to understand what an expanded role means. It’s not just, ‘You checked off everything you were supposed to do this quarter … So I guess you’re getting promoted’,” Smith says with a laugh. “It’s more about defining what the next role means.”
Additionally, it’s vital as a leader you understand what your team loses when you promote a senior individual contributor to a people manager. As Smith puts it, “When you’re evaluating the jump [between IC and people manager], you might assume that what the senior IC is doing will remain the same, but it shouldn’t. They shouldn’t be required to write the same amount of posts, for instance, when they become a people manager. So how are you setting expectations around that shift?”
She adds, “People who are really great senior ICs are raising the bar of quality for whatever program they’re owning — but having a great quality bar doesn’t make you a great people manager. So what are we doing as managers to develop out the people management skills?”
Ultimately, getting promoted isn’t something that happens overnight. Ideally, you can leverage these tips — along with having effective career growth conversations with your manager — to begin demonstrating your readiness today.

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