The Leader Who Knows What They Don't Want
When 'that's not it' replaces actual guidance

Some leaders ask questions. Others wait for you to guess wrong.
The pattern is recognizable within a few weeks. They ask for your recommendation. You provide it, with reasoning. They shake their head. “That’s not quite right.” You ask what they’re looking for. They can’t articulate it, or won’t. You try again. Wrong again. The cycle continues until you either stumble onto what they wanted or they give up and tell you.
This isn’t coaching. It’s a guessing game with professional consequences.
The Difference That Defines Everything
Research on coaching leadership distinguishes between leaders who develop their teams and leaders who evaluate them. The distinction sounds academic until you’ve worked for both.
A coaching leader asks questions to help you think. “What options have you considered?” “What’s the risk if we go this direction?” “What would need to be true for this to work?” The questions aren’t tests with predetermined answers. They’re genuine attempts to understand your reasoning and help you strengthen it.
A performance manager asks questions to confirm you’ve reached their conclusion. When you haven’t, the feedback is correction, not development. “That’s not how we do things.” “You’re missing the point.” “Let me explain why that won’t work.” The exchange feels collaborative on the surface but operates as judgment underneath.
When “Feedback” Isn’t Feedback
I’ve worked with both types. The coaching leaders made me better even when their questions were uncomfortable. The performance managers made me cautious, second-guessing myself before every recommendation.
The most frustrating variant is the leader who can articulate what they don’t want with precision but can’t describe what they do want. Every attempt gets shot down with specific objections. But ask them what would be better, and you get vague direction that doesn’t survive the next review cycle.
The churn is exhausting. You spend hours preparing recommendations only to hear they’re wrong. You revise based on the objections and hear a new set of objections. The goalposts move, but nobody admits they’re moving them. You start to wonder if the problem is your competence or their clarity.
Usually, it’s their clarity.
Two Leadership Approaches
The Psychological Safety Problem
There’s a phrase that sounds like feedback but functions as dismissal: “You don’t understand.”
When someone says this after asking for your perspective, they’re not coaching you toward understanding. They’re signaling that your thinking is deficient without helping you see what you’re missing. It shuts down inquiry rather than opening it.
Psychologically safe environments allow for disagreement. A coaching leader might say, “I see it differently, and here’s why.” A performance manager says, “You’re wrong,” and waits for you to figure out their reasoning through trial and error.
The distinction matters because one approach builds capability while the other erodes confidence. After enough cycles of “that’s not it” without “here’s what would be better,” people stop bringing ideas. They wait to be told. Initiative dies quietly, one dismissed recommendation at a time.
The Space Between Compliance and Sabotage
There’s a phrase that’s become management scripture: “disagree and commit.” The idea, popularized by Intel and Amazon, is that teams should debate vigorously during decision-making but commit fully once a direction is set. It’s meant to prevent endless consensus-seeking while maintaining team unity.
The principle is sound. The implementation often isn’t.
In practice, “disagree and commit” frequently becomes “disagree and shut up.” The commitment expected isn’t just to execution but to silence. Stop questioning. Stop asking why. The decision is made; your job is to comply.
That’s not commitment. That’s compliance and it produces what researchers call destructive consent: teams that execute decisions nobody believes in because questioning feels too risky.
The healthier version looks different. I’ve worked with leaders who expected full commitment to execution AND ongoing pressure-testing of assumptions. They wanted to know when customer feedback contradicted the strategy and when the plan wasn’t surviving contact with reality. They understood that “commit” meant “execute fully,” not “stop thinking.”
The distinction matters for psychological safety. A leader who says “commit and stop questioning” is signaling that their judgment is beyond scrutiny. A leader who says “commit fully and keep pressure-testing” is signaling that they value the team’s judgment even after decisions are made.
One builds compliance. The other builds partnership.
Why Performance Managers Think They’re Coaching
Most performance managers don’t see themselves that way. They believe they’re holding high standards. They assume that pointing out what’s wrong is sufficient guidance for finding what’s right.
The intention isn’t malicious. It’s incomplete.
Knowing what you don’t want is easier than knowing what you do want. Seeing flaws in someone else’s recommendation requires less cognitive effort than articulating your own preferred approach. Saying “not quite” feels like engagement without committing to an alternative that might also be imperfect.
But incomplete guidance produces incomplete results. Teams managed this way learn to minimize risk rather than maximize value. They bring safe recommendations unlikely to be wrong rather than bold recommendations that might be right. The org gets compliance, not creativity.
The Coaching Investment
Real coaching takes more time upfront. Asking questions, exploring reasoning, helping someone strengthen their own thinking requires patience that correction doesn’t demand. It’s easier to say “do it this way” than to help someone discover a better way themselves.
But the investment compounds. A coached team member eventually needs less guidance. They’ve internalized the thinking patterns, not just the conclusions. They bring better recommendations because they’ve learned how to evaluate options, not just memorized which options their leader prefers.
The ROI data supports this. Organizations investing in coaching cultures report returns around 6x their investment. Intel attributes roughly $1B annually in operating margin to their coaching programs. A healthcare tech company reduced time-to-market from 9 to 7 months after implementing coaching practices.
These aren’t soft metrics. They’re business outcomes tied to how leaders develop their teams rather than just evaluating them.
Recognizing the Pattern
If you’re on the receiving end of performance management disguised as feedback, a few questions help clarify what’s happening:
When you ask “what would be better?” do you get a clear answer? Coaching leaders can articulate direction. Performance managers often can’t, or won’t.
Does feedback help you improve your next recommendation, or does it just invalidate this one? Development-oriented feedback builds capability. Evaluation-oriented feedback just renders judgment.
Do you feel more capable after these conversations, or more cautious? Coaching should expand your confidence in your own thinking. Performance management often contracts it.
Are you learning patterns, or memorizing preferences? Real development helps you think in new situations. Managed performance teaches you to predict what one specific person wants.
What Changes
I wish I could say that coaching leaders are common and performance managers are rare. My experience suggests otherwise. The pressure to deliver results rewards evaluation over development, especially in organizations that measure output more than capability.
But knowing the difference helps. You can seek out coaching leaders when choosing roles. You can recognize when you’re being evaluated rather than developed and adjust expectations accordingly. You can, if you’re a leader yourself, notice when you’re falling into the pattern of knowing what’s wrong without offering what’s right.
The question “what would be better?” is a useful test. Leaders who can answer it with specificity are usually coaching. Leaders who respond with more criticism or vague direction are usually managing performance.
The best leaders do both, but they lead with coaching. They help you think before they correct your conclusions. They develop capability before they evaluate output.
That difference changes everything about whether work feels like growth or like an endless guessing game.







