ARE YOU MANAGING OR LEADING? HOW TO EVOLVE AS A BUSINESS OWNER?
Discover how to evolve from manager to leader, trust your team, and build a business that thrives without burning you out. Real insights on the podcast with Justine Parsons.
Know if you are a manager or leader in your business?
When you finally take a break, are you frantically checking emails by the pool, putting out fires left, right and centre? Or are you genuinely switching off?
Your answer matters because it says a lot about where you sit on the manager to leader transition.
For many small business owners, stepping away isn’t simple. Even on holiday, the mental load of running a business follows you. If that’s happening, you might still be operating as a manager, not a leader.
But why does that matter?
The 3 stages of business growth: from Doer to Manager to Leader
A business usually moves through three core stages:
1. The Doer : You, as the founder, are doing everything. Wearing every hat.
2. The Manager : You bring in help but still oversee every detail. You’re delegating tasks, but not outcomes.
3. The Leader : You’re focused on vision. Your team runs the day-to-day. The business can grow without you AND even operate without you while you’re on holiday.
Think of it like rowing the boat → steering the boat → charting the course.
Which stage are you in right now? And which one is your business asking you to step into?
Justine Parsons’ Journey: A business owner’s transition from Manager to Leader
One of the clearest real-life stories of this journey through the different stages in a business comes from someone who has walked this path firsthand. Meet Justine Parsons, the owner of The Lever, a business that helps female business owners build a business that works for them, not because of them.
Justine’s journey is a masterclass in navigating the shift from managing every detail to leading with vision and trust. She also guides her clients through the same process.
Her story is inspiring and refreshingly candid.
Common challenges when evolving from manager to leader as a business owner
When Justine read Dan Sullivan’s book 10x Is Easier Than 2x, she had a massive a-ha moment. She realised she was no longer interested in being the manager. It was time to step fully into her role as a leader.
But the transition didn’t come without its hurdles. Some of them, quite unexpected. It took Justine a good year to figure it all out.
Here are some challenges she bumped into:
- Letting go of control: Realising she couldn’t (and shouldn’t) do everything herself. Sounds obvious? You should try it!
- Redefining success: Moving from “busyness” as a badge of honour to focusing on impact and outcomes.
- Building the right team: Hiring the people she could trust with her “baby.”
- Maintaining culture: Ensuring the values and vision of The Lever stayed strong as the team expanded.
Making time for yourself so you can lead better: Creating space to rest, recharge, and think strategically.
Top leadership advice for business owners making the manager-to-leader transition
But moving beyond the challenges, Justine’s experience is packed with wisdom for anyone navigating a similar journey. Here’s her top advice:
Signs you’re ready to evolve from manager to leader
- Pay attention to overwhelm, bottlenecks, or the nagging sense that you’re holding your business back.
- Don’t wait for a crisis. Proactive evolution makes it so much easier.
How to define success as a leader and business owner
- Success isn’t just about revenue or growth. It’s about building a business that supports your life.
- Reflect on what you truly want. Is it freedom, creativity, impact?
Create systems that let your business run without you
- Invest in processes and tools that allow your team to thrive independently.
- Document everything! The more you systematise, the easier it is to step away.
Empower your team while stepping back as a manager
- Hire people who share your values and vision.
- Give them autonomy to make decisions and learn from mistakes.
Make time for yourself so you can lead better
- Seek mentors, coaches, or peer groups that challenge and support you. They often see what’s right in front of you.
- Prioritise your own learning, wellbeing, and self-care. Your business will only grow if you grow.
Take true breaks so you can build leadership and prevents burnout
- Practice going on holiday as a leader: unplug, trust your team, and let the business run without you.
- Use your time away to gain perspective and return with fresh ideas.
Which of these areas feels most relevant to you right now?
How to lead your business successfully after stepping back as a manager
The evolution from manager to leader takes courage, self-awareness, and support. But it’s the only path to a business that thrives without burning you out.
Before your next holiday, ask yourself:
Am I going as a manager or as a leader?
What would it take to truly switch off and trust my business to run without me?
Take the leap: coaching and support for business owners transitioning to leaders
If you’re navigating your own business transition, you’re not alone. Reach out, share your story, and let’s keep learning together. Because every great leader knows: the journey is better when we travel together.
Justine was kind enough to let me include the link to her Leadership Quiz on her website. It helps you see which stage of your journey you're at and what the simplest shift is to take that first step.
What’s your biggest challenge in letting go and leading?
Connect with Justine Parsons 
Email: justine @ thelever.co.nz
Website: thelever.co.nz
LinkedIn: www.linkedin.com/in/justineparsons
