If an employee receives a vague directive like "do a better job of selling," why might they not succeed?

The reason why a vague directive like "do a better job of selling" may lead to an employee's lack of success primarily revolves around the lack of specificity and measurability. When performance expectations are not clear, employees face challenges in understanding precisely what actions they need to take to improve. This vagueness can result in confusion about priorities or methods, leaving employees uncertain about what specific behaviors or outcomes are expected from them.

For effective performance management, goals should be specific and measurable. Specificity allows employees to focus on particular areas of improvement, while measurability enables both the employee and their manager to track progress and assess whether improvements have actually been made. Without these elements, employees may feel lost and less motivated to attempt any changes, as they do not know what's expected or what success looks like.