Letter 18: The Toughest Part of Being the CEO

Author

Cody Stevens
February 14, 2025

Recently, I had to make a tough decision—to let go of someone who had been with me for years.

The guy was loyal and consistent, which is rare in today’s world. BUT… he struggled with a couple of non-negotiables:

  • You must add value to the company culture.

  • You must get results.

After months of conversations, coaching, and chances to turn it around, I had two choices:

  1. Demote him and keep him.

  2. Let him go.

There’s no way to sugarcoat it—firing someone sucks. It’s uncomfortable, emotionally draining, and it never feels good. But here’s the reality:

The #1 Objective of a Business Is to Make Money.

That’s not cold. That’s not harsh. It’s the truth. The company exists to generate revenue. If it doesn’t, there’s no company. There’s no payroll. There’s no mission. There’s no impact.

So, how do you make the right call when an employee isn’t cutting it? You don’t make it based on feelings—you make it based on a framework.

MVP: The BEAR Framework

This is the foundation behind X Squared and the core formula we use to make every business decision:

BEAR = Beliefs + Energy (Emotions) + Actions = Results²

Most people only focus on actions—what they need to do. But if their beliefs and energy don’t support those actions, they’ll quit, half-ass it, or never follow through.

If you want better results, all three must be aligned.

Example: Losing Weight (BEAR in Action)

Everyone knows what it takes to lose weight:
Eat better. Work out. Stay consistent.

So why do so many people struggle with it? Because their beliefs and energy don’t support the goal.

BEAR Breakdown—Failed Attempt

  • Beliefs: “Eating healthy is boring.” “I’ve always been overweight.” “I’m not disciplined enough.”

  • Energy: Low motivation, negative self-talk, apathy.

  • Actions: Starts strong but quits when it gets hard.

  • Results: No lasting progress.

Now flip it.

BEAR Breakdown—Successful Attempt

  • Beliefs: “I’m changing.” “I feel strong and energized.” “This is a challenge AND a privilege.”

  • Energy: Focused, disciplined, positive.

  • Actions: Meal prep, workouts, daily tracking.

  • Results: Transformation.

The same principle applies to your business.

How I Used BEAR to Make a Hard Call

Back to my decision: Do I let this guy go, or do I keep fighting a losing battle?

Here were my thoughts:

  • "He’s a good guy." True, but good people still get fired.

  • "He’s been loyal." So are leeches.

  • "He’s consistent." Consistently mediocre is still mediocre.

So, I stripped it down to the BEAR framework.

Step 1: What results do I need him to get?

  • He needed to hit performance goals.

  • He needed to add value to the culture.

Step 2: What actions will produce those results?

  • He needed to execute at a higher level.

  • He needed to take initiative and solve problems.

Step 3: What energy (emotions) does he need to drive those actions?

  • Focus. Hunger. A desire to grow and improve.

Step 4: What beliefs does he need to support that energy?

  • “I am in control of my success.”

  • “I hold myself to a high standard.”

  • “I am committed to results, not just effort.”

Final Question: Can he do it? Yes.

But will he do it? No.

That’s the deciding factor.

If someone can do it but won’t—they have to go. Period.

The hardest part of business isn’t starting. It’s leading. And leadership requires making tough decisions.

If someone isn’t getting results, don’t waste months hoping things will change. Use BEAR to break it down:

  1. Results: What needs to happen?

  2. Actions: What should they be doing daily?

  3. Energy: Are they bringing the right mindset?

  4. Beliefs: Do they actually believe in their ability to succeed?

If one part of the equation is broken, you have a choice:

  • Fix it: If you have the time and resources

  • Cut it: if you don't

Business isn’t about keeping people comfortable. It’s about getting results.

Action

Run your team (and yourself) through BEAR.

  • Where is someone underperforming?

  • Is the issue in beliefs, energy, or actions?

  • Can they fix it, or is it time to make a hard call?

Leadership is about clarity, not comfort. Make the decisions that move you forward.

P.S. Want to schedule a call with my team to do this exact thing for free? Send us an email at [email protected].

Do the little things,
Cody