Being a VP. Moving from doing to transforming

I — along with others — have often wondered “What does it mean to be a VP at a company?” Others have felt the sentiment “That VP is doing director-level work. They are ineffective at their responsibilities.” That last one is especially concerning. But there’s also an oft-missed component of being a great VP.

The role of a VP is often shrouded in ambiguity. Is a VP simply a really strong director, or is there more? In this fast-moving industry where agility and innovation are paramount, defining the VP’s role is crucial for both the company’s success and the VP’s personal fulfillment.

The Evolving Role of VPs

A VP’s role goes beyond holding onto their old responsibilities. It’s about letting go of the minutiae to focus on guiding the big picture.

Theme: Set vision and strategy, own KPIs, and create cohesive cross-functional alignment.

1. Visionary Leader: Sets the tone and vision, not the particulars or filling fields. They win not by micromanaging but by outlining a clear, compelling future state.
2. Strategic High-Level Thinker: When challenges arise, the VP’s role is to steer the ship back on course, reasserting the overarching goals, rather than delving into the minutiae of problem-solving.
3. Influence: Ability to effectively influence other parts of the business. This helps in terms of roadblocks, evangelizing new ideas/initiatives, and creating an environment of cross collaboration between teams (people too, but VPs especially influence at the team level).
4. Business Acumen: Deep understanding of the business plan. This knowledge enables a VP to effectively communicate, refine, and critique the company’s strategy, ensuring alignment with the market and consumer needs.
5. Continuous Learner: Staying ahead in a rapidly evolving field requires constant learning (AI, anyone?). Regularly reading industry reports, attending conferences, and engaging with thought leaders are all part of this ongoing process.
6. Owns KPIs: Own the KPIs and metrics or they will own you. Effective VPs don’t just track metrics; they use them to drive strategy and decision-making. 
7. Fosters Innovation and Execution: From design to execution, a VP’s role is to encourage innovation while building alignment and sharing success stories to inspire the team.
8. Inspirational Leadership: Inspire and build confidence. You are building the long term, any ripples in you are magnified.
9. Empower Teams: After setting the vision and encouraging innovation and execution, get out of the way of your people. Set them loose to thrive.
10. Cross-functional Collaborator: Strong relationships across departments are key to ensuring cohesive, company-wide strategies.

From Directors to Visionaries: The VP’s Transformation

I was once told, “We have too many VPs acting like directors — they are overpaid and ineffective for what they produce”. So what should we expect from a VP? Dave Kellogg wrote a brilliant piece on VPs, Directors, and Managers. His insights on the roles of VPs, Directors, and Managers highlight a significant transition from operational to strategic focus. For VPs in early- to mid-stage startups, this transition is even more complex. They must balance ‘doing’ with ‘transforming’, much like a pilot navigating crosswinds to keep a plane on course.

Measuring Success Beyond KPIs

Success as a VP is not just about meeting targets. It’s about how these targets align with and propel the company’s vision. It’s about how a VP fosters a culture of innovation, mentorship, and cross-functional unity.

Great VPs must have an above-average level of self awareness and role awareness. They need to understand that the things they say, do, requests they make, etc. will greatly change the rhythm of the business. People bend over backwards for a great one — a VP can be either an accelerator or a decelerator.

Conclusion: Redefining the Role, Reviving the Soul

The journey from a hands-on manager to a visionary leader is challenging and rewarding (ask any VP!). VPs are tasked with guiding teams and shaping the future of organizations. However, focusing solely on results without considering soul work leads to an imbalance, missing the mark. Like the gym-goer who only exercises their upper body, neglecting personal development can lead to an unbalanced life.

How are you, as a current or aspiring VP, preparing for this transformation? Are you nurturing not just your professional skills but also your ‘soulwork’? True leadership encompasses both the mind and the spirit.