A director recently mentioned, almost in passing, “I still remember that model you introduced about categorising staff—we still use it.” I wasn’t entirely surprised.
Over the years, this tool has become one of the few frameworks that leaders I have worked with consistently return to.
Its actual value lies in its simplicity and effectiveness.
Initially created by Bruce Henderson -the founder of BCG-to help businesses determine which products to invest in, develop, or discontinue, I adapted it to assess team performance.
This adaptation gives leaders a quick decision-making process, allowing them to quickly identify which employees need encouragement, support, training, or to let go of.
The model divides individuals into four categories: Cash Cow, Stars, Question Marks, and Dead Dogs. Each represents a distinct performance level:
✳️ Star: High-performing, enthusiastic, and innovative. These employees are the future leaders, consistently exceeding expectations. Generally, a new joiner who shows great potential.
✳️ Cash Cow: Reliable and steady, these team members form the organisation’s backbone, consistently delivering without fanfare. Forever dependable. They turn up regardless of the weather and consistently deliver.
✳️ Question Mark: Former strong performers whose motivation or productivity has waned. They may regain their previous momentum with targeted support or need re-evaluation. Performance is inconsistent. They have had the staff appraisals but have not regained the star status.
✳️ Dead Dog: Employees who no longer contribute meaningfully. Holding onto them too long can affect team morale and maintain leadership credibility. I worked with an MD who would not sack a staff member and was unaware of how this impacted the perception of his leadership.
When working with leaders, we analyse each staff member and explore where they should be on the grid. It’s remarkable how quickly leaders can assess where each individual falls within this framework and what actions might be necessary, giving them a sense of confidence in their decision-making.
While this model provides immediate clarity, action is only sometimes taken immediately. It is a powerful visual tool that offers a clear snapshot of team dynamics and productivity.
By understanding this, leaders gain a valuable perspective that helps guide future decisions, providing them with a sense of reassurance about the long-term benefits of using this model.
Until we meet
Morton
P.S: When you’re ready, here are 3 ways in which you can work with me:
- I’m excited to announce the opening of a new cohort for our Pricing By Value Coaching Program. This is your opportunity if you’re an independent consultant or small firm owner aiming to boost your revenue and transform how you communicate your services.… Watch this video to see if you would like to join us.
- Apply for a FREE Value Strategy Session here
- If you’re a Founder, you might be interested in – ‘The Founders’ Corner’—a safe space for confidential conversations. Reply with the words ‘Founder’ and I’ll send the details
