If someone handed you a hammer, a saw, and some wood and told you to get to work building a chicken coop, would you know what they were looking for?

Picture it: there you are, tools in hand, staring at a pile of lumber. Should it be big enough for 5 chickens or 50? Painted red or natural wood? One story or two? Without clear expectations, you might build the Taj Mahal of chicken coops when all they wanted was a simple shelter.

Sound familiar? As agency owners, we often find ourselves in similar situations with our clients and team members – except instead of chicken coops, we're building websites, campaigns, and strategies.

Understanding Your Own Expectations and How to Communicate Them

The Expectation Gap

Here's the thing about expectations: they're like invisible architects of our satisfaction or disappointment. When we don't understand our own expectations – let alone communicate them effectively – we're essentially trying to build something without a blueprint.

Why We Struggle with Expectations

1. We assume others see what we see

• That crystal-clear vision in your head? It's yours alone
• What seems obvious to you might be a mystery to others
• Your “simple” might be someone else's “complex”

2. We fear being too demanding

• Setting clear expectations isn't micromanaging
• Clarity is kindness
• Details provide direction

3. We don't take time to reflect

• Rushed decisions lead to unclear expectations
• Unexamined assumptions create misunderstandings
• Quick fixes often need fixing again

Understanding Your Own Expectations

Before you can communicate expectations to others, you need to understand them yourself. Let's break this down:

Ask Yourself the Hard Questions

1. What does success look like?

• Be specific about outcomes
• Define measurable goals
• Identify non-negotiables

2. What are your deal-breakers?

• Know your boundaries
• Understand your limits
• Recognize your priorities

3. What assumptions are you making?

• Challenge your “givens”
• Question your standards
• Examine your preferences

Communicating Expectations Effectively

Once you understand your own expectations, it's time to share them. Here's how:

Be Crystal Clear

1. Use specific language

• Avoid vague terms
• Provide examples
• Define success metrics

2. Document everything

• Write it down
• Create checklists
• Share reference materials

3. Encourage questions

• Welcome clarification requests
• Create safe spaces for discussion
• Address concerns early

Create a Two-Way Street

1. Listen actively

• Ask for feedback
• Seek understanding
• Validate concerns

2. Adjust as needed

• Be flexible where possible
• Stand firm where necessary
• Find middle ground

3. Check for understanding

• Request feedback
• Confirm alignment
• Review regularly

Common Pitfalls to Avoid

The Assumption Trap

• Thinking something is “obvious”
• Expecting mind-reading
• Skipping important details

The Overcorrection

• Being too rigid
• Micromanaging
• Overwhelming with details

The Communication Vacuum

• Not following up
• Avoiding difficult conversations
• Letting issues fester

Building Better Expectations

Start with the Basics

1. What needs to be done?
2. When does it need to be done?
3. How should it be done?
4. Who is responsible?
5. What does success look like?

Create Clear Parameters

1. Set specific deadlines
2. Define quality standards
3. Establish communication channels
4. Outline review processes
5. Identify key milestones

Maintain Open Dialogue

1. Schedule regular check-ins
2. Create feedback loops
3. Address issues promptly
4. Celebrate successes
5. Learn from challenges

Making It Work Long-Term

Build Systems

• Create templates
• Document processes
• Establish routines
• Set up checkpoints

Foster Communication

• Regular meetings
• Clear channels
• Open dialogue
• Safe spaces

Review and Adjust

• Regular assessments
• Team feedback
• Process improvements
• Continuous learning

The Path Forward

Remember that chicken coop? Imagine instead if you had received:

• Detailed specifications
• Example photos
• Size requirements
• Material preferences
• Timeline expectations

Suddenly, the task becomes clear, achievable, and measurable. The same principles apply to your agency work.

Taking Action

1. Start with self-reflection

• What are your true expectations?
• Where have misunderstandings occurred?
• What patterns do you see?

2. Document your standards

• Create clear guidelines
• Develop templates
• Build processes

3. Implement communication systems

• Regular check-ins
• Clear feedback channels
• Documentation habits

4. Monitor and adjust

• Track results
• Gather feedback
• Make improvements

Remember, inadequate communication is only one reason agency owners find themselves burnt out. Take my free agency health quiz to see where you land, and receive a personalized recovery plan.

Don't let unclear expectations continue to create stress and confusion in your agency. Start building better communication habits today, and watch your team and client relationships transform.

Are you ready to transform how you communicate expectations in your agency? The first step is understanding where you stand.

Because at the end of the day, we're all building something – whether it's a chicken coop or a successful agency. The clearer our expectations, the better the outcome will be.