As management, we should always be aware of the employee that needs that extra coaching (don't call me soft cause I'll fire them if 2 months of coaching doesn't work. It is a startup after all). However, this public shaming seems like one's inability to figure out who needs more guidance and/or one's lack of comfort-ability in having the difficult conversations that ensue once you've identified the individual who needs extra coaching. In either case, something tells me you're somewhat a wrong fit for this management role and I hope your managers have the ability to identify those that need extra coaching before you kill the spirit of your team/company.