Cody: Performance management is about setting clear expectations so people know what they're getting into. He says it starts with hiring, and that if you don't bring in the right people at the start of your company's life, you are missing out on a huge opportunity. Cody: It comes down to clarity and courage. And i guess my advice would be, it does matter. You're going to fail, and you're gong to wish you hadn't done this.