My brother is our Head of Marketing, but he does not GWC the seat as we transition to digital lead generation, and our growth has plateaued. How do I make an objective right person right seat call when family dynamics are at stake?

Question

Tyler Smith · Accepted Answer

Running a business with family members is highly rewarding until you have to make a tough personnel decision. When a family member is in a seat they do not GWC, your personal relationship and your business performance are both at risk. You must handle this with absolute objectivity and professional boundaries.

First, strip away the family relationship and evaluate him exactly as you would any other employee. Use the GWC tool. Does he understand modern digital lead generation? Does he genuinely want the pressure of hitting lead targets? Does he have the capability to execute complex digital campaigns?

If the answer to any of these is no, he is in the wrong seat.

Next, schedule a formal meeting in the office, not over dinner. Use your Accountability Chart to show the gap. Explain that the business has evolved, and the Head of Marketing seat now requires deep expertise in digital metrics, paid media, and conversion optimization that he does not possess.

Offer him a path that preserves his dignity and helps the business. Is there another seat on the Accountability Chart where he is a Right Person in the Right Seat? Perhaps he is excellent at brand storytelling, event planning, or local relationship building.

If a suitable seat exists that he GWCs, transition him there. If no such seat exists, you must assist him in transitioning out of the company. Frame this as a business necessity, not a personal rejection. Keeping him in a seat where he is failing is unfair to him, frustrating for the team, and damaging to the business.