"If you tell somebody that they're good, they're gonna think that they're good, they're gonna act like they're good, and they're going to get better," Odie explains. "It's just like a child—if they're in school and you tell them that they're good, they're going to try and raise to that level of expectation, wherever you set it." This isn't feel-good motivation speak. It's a measurable phenomenon. People literally rise to the level of expectation you set for them. But there's a dark side too: the Gollum Effect. Those hurtful comments from past leaders? They still affect performance today because negative expectations are just as powerful as positive ones. The choice becomes clear: create an environment where people rise to your expectations, or watch them shrink from your criticism.

A fellow veteran once said to me: "You're such an accomplished woman." My actual response out loud, "Am I?" I wasn't being falsely modest. I genuinely didn't know. Because I don't think much about my credentials: B.A. in 2005—that was a long time ago M.A. in 2022—took forever to finish Military service—yet I never deployed to combat Building this business—we're still small Let me pause on that last one. Do you know the actual SBA definition of a "small business"? Depending on your industry, you can have 500 employees or make millions in revenue and still be classified as small. But I was using "small" like it meant "not enough yet." Like it carried shame. Being shameful and being humble are not the same thing. Humility recognizes gifts received. Shame dismisses value earned.