Sometimes people are expected to wear a lot of hats. That’s totally fine as long as the important hats are, in fact, being worn.
The reality is that people will wear the hats that they enjoy and will ignore or neglect the others.
A team of sales people with lots of established accounts. The CEO wants the team to put on their “new business” hat, but some are just comfortable with managing accounts and have every excuse for not bringing in new business. It’s the reason many companies split inside sales from outside sales.
A manager (accounting, marketing, finance, etc.) who does not enjoy leading and managing a team. They love the function, but they don’t like the people part. The people development part of the job is neglected.
There are certain things that need to happen in your business. Decide on what roles will deliver those results and then make sure the person in the role will enjoy working to get those results.
At the end of the day, people will do the job they love with enthusiasm and get great results.
People being asked to do a job they can’t enjoy won’t be happy, and you won’t be either.