2.03 Importance of directing

Directing is a vital aspect of the management process. It provides many important benefits for organizations.

It is the starting point of action. When a manager is directing, s/he is telling employees what to do, how to do it, and when to do it. Without direction, employees would be at a loss for how to do their jobs. All of the work that a company does relies on the direction that managers give. For example, consider a marketing team that needs to create an email campaign. If the marketing manager does not tell the copywriter what to write, the designer what images to select, and the assistant when to schedule the emails to go out, the marketing campaign probably won’t happen! Employees need direction before they can act. If they try to work without direction, they may not understand their responsibilities or know how to approach tasks.

It coordinates individuals’ work and effort. Managers direct employees’ work effort toward the goals of the company. Without direction, employees tend to work in isolation, leading to duplication of tasks and less efficiency. Managers guide individual employees and teams to integrate and coordinate their work. This way, they understand how their work relates with one another’s and to the larger picture. For example, Lizzie’s company just took on a large project that involves her team. Instead of just assigning work, Lizzie asks her team to sit in on a larger meeting to learn about the project and to hear what others at the company are doing for the project as well. That way, when Lizzie assigns tasks to her team, they will understand how their parts fit in with others.

It motivates employees. When managers provide direction, they give employees the motivation they need to do the work they’ve been assigned. Managers explain to employees why they should put forth effort to achieve goals and improve performance. When employees are motivated, their work is substantially better and more efficient. We’ll talk a lot more about motivation later.

It provides stability and structure. Employees who do not feel secure at work are less productive. Companies struggle to survive without stability and structure to guide their work. With effective communication, supervision, guidance, and leadership, managers give employees the stability they need to do their work effectively. For example, a manager assigns new work every Monday so employees know how to structure their week. Or, if a manager provides clear and specific instructions, employees will feel confident that they can take on challenges and meet expectations. 

It initiates change smoothly. Change is tough, no matter how large or small an organization is. A strong, directive manager helps make transitions smoother and provide the guidance employees need. Managers instruct employees on the best ways to adapt to changes and make sure they understand shifts in responsibilities. 

It ensures resources are used efficiently. Companies need to use their time, money, and material supplies efficiently to stay afloat. Managers direct these resources to the right people and places, making sure they maximize the resources for the benefit of the organization. As an example, a manager can direct an employee to spend half of his/her time on new clients and the other half on existing accounts. This way, the employee is spending time in a way that works toward the company’s goals.