As TFA states, firing quickly fails when you abruptly fire people seemingly for no cause, and works when you set clear measurement goals with deadlines and show

As TFA states, firing quickly fails when you abruptly fire people seemingly for no cause, and works when you set clear measurement goals with deadlines and show that the person being fired isn't meeting the standard. In short, that being fired quickly should never be a surprise to anyone involved, and should be a relief. If founders are quickly firing employees who are popular then the founders are doing something wrong, and hopefully have inculcated the kind of culture that allows them to hear negative feedback on the firing. If founders continue to fire rashly then it's a bad sign for the company in general.