Second-In-Command
Over a glass of iced tea, I listened to a prospective client share what they hoped to get help with in their small business. "We’d like to grow sales, we’re not sure our marketing is as effective as it could be, and we’ve got some people issues we’d like to clean up"—the usual list of business pains. As we do when a client lays out their “help-me list,” I shared our services that might be helpful. She seemed interested, but there was a hesitation.
“What’s your biggest headache—the thing that has to get fixed before anything else can happen?” I asked.
Without missing a beat, she replied, “I need to hire a manager. I need help. There’s just too much on my plate, and without a manager, I’m falling behind. I have a job description, and I have someone coming in to interview in two days, but I don’t know where to start.”
She handed me her job description, and right away, I could tell it was a standard AI draft. No shame there—work smarter, not harder, right? But relying solely on AI to write a job description can be risky. AI can’t understand the culture or unique nuances of your business, and it definitely can’t capture the character traits that make someone a great fit for the role. A rough draft from AI is fine, but it still needs your insight and refinement to truly reflect what the job demands.
“Alright, this is a good start,” I said. “Let’s talk about why hiring a manager will be so helpful for you. What do you want to take off your plate?”
She listed day-to-day tasks: dealing with customer issues, handling minor employee complaints. Then, with a deep breath, she said, “I just need to trust this person to be me when I’m not here so I can focus on growing the business.”
“Got it. It sounds like you’re looking for more than a manager. You can teach anyone to run a cash register or handle a complaint. What you’re really looking for is a number two.”
“Yes! A number two,” she agreed, the realization dawning.
“Perfect,” I replied. “A number two isn’t just someone with experience in your industry; it’s someone you can trust. Instead of fixating on industry experience or Point of Sale know-how, let’s focus on character. What values or traits are non-negotiable for you in a manager?”
“Oh wow, I haven’t given that a lot of thought,” she admitted.
“No worries. Let’s start with deal-breakers. What kind of person wouldn’t work for you?”
“I can’t stand dishonesty. I need someone I can trust to tell the truth, even if they mess up.” she said quickly. “I also need someone dependable. And now that I think about it, someone with initiative, who won’t fall apart if I give them direct feedback. I move fast, and I need someone who can handle that without taking it personally.” In minutes, she had listed all the characteristics needed to thrive in her business. I jotted them down on the back of her job description.
“Alright,” I said, “these notes are solid. Would it help if I put them into a job description you could refine? I can also suggest some interview questions to help you assess these traits.”
“Oh my gosh, yes!” she said, relieved.
We agreed to put together the job description and interview guide on us, because it was the right thing to do. In return, I asked her to do one thing: “Trust your gut. If the next ten candidates don’t fit the bill as your number two, keep looking. Don’t hire someone just to get tasks off your plate—hire someone with the character, initiative, and resilience to grow with you. After all, you can teach anyone to work a cash register. What you need is a true partner.”
Choosing someone to join your team is a big decision, especially as a small business owner, where each paycheck feels like it’s coming right out of your pocket. You’re not just looking for a warm body—you’re looking for the right person with the right character, someone who can genuinely step in as your number two. That’s why you can’t rely on an AI-generated job description or a “casual interview” to get the job done.
Now that I think about it, hiring a consultant isn’t much different from hiring your number two. The quality of the advice you get hinges on the depth of the consultant’s experience and their character. If your consultant is steering you toward ChatGPT or tech shortcuts for every problem, it’s likely because they lack the confidence—and the expertise—to guide you through the hard work of real growth.
Just like you wouldn’t hire a manager who only checks off skills on paper, you shouldn’t settle for a consultant who relies on easy answers or goes beyond what they know best. You want a partner who’s been in the trenches, who knows the path to success firsthand, and who’s not afraid to say, “That’s outside my lane” when it is. Sit at tables with advisors who live the results you’re aiming for. After all, hiring a consultant is just as much about trust and integrity as hiring your second-in-command.