In a recent article from Business.com,, Adriana L. Cowdin, CEO and Founder of Be Bold Executive Coaching, shares a powerful analogy: “Annual performance reviews are like waiting until the championship game to coach your team — it’s too little, too late.” Drawing from her extensive work with executive leaders, Cowdin emphasizes that consistent, real-time feedback isn’t just more effective—it’s essential for developing high performers, retaining top talent, and creating a culture of growth.
Provide consistent reviews.
While traditional performance management consisted of a vague, once-a-year meeting, companies now recognize the need for frequent check-ins.
Adriana Cowdin, CEO of Be Bold Executive Coaching, has seen firsthand that consistent, ongoing feedback fuels employee growth much more effectively than once-a-year evaluations. “Annual performance reviews are like waiting until the championship game to coach your team — it’s too little, too late,” Cowdin cautioned.
The more consistently you engage with employee performance, the easier it becomes to improve productivity, exceed goals and develop influential leaders. “Regular check-ins (weekly or biweekly) and structured quarterly performance reviews are far more effective,” Cowdin explained. “Timely feedback allows [employees] to pivot and improve in real time.”
Consistent reviews also allow management to recognize and reward top performers, fueling their motivation. “[For] high performers, why delay recognition and rewards? Acknowledging contributions throughout the year strengthens engagement, loyalty and retention,” Cowdin noted.
