The Case For Extreme Accountability
In the contemporary business landscape, where competition is fierce and market dynamics evolve rapidly, one principle stands out as a fundamental pillar for success: Extreme Accountability. The concept, popularized by Jocko Willink, a former Navy SEAL officer, and Fred Voccola, CEO of Kaseya, has gained traction among business leaders who are committed to scaling their enterprises effectively. This article delves into why Extreme Accountability must be your team’s superpower and how it can drive your organization towards unparalleled growth and efficiency.
The mindset - culture code of Extreme Accountability is rare and should be your competitive edge.
What Extreme Accountability Is
Extreme Accountability, as articulated by Jocko Willink in his book "Extreme Ownership," is the idea that leaders must take complete responsibility for their teams' outcomes, both good and bad. Willink argues that when leaders take full ownership, they empower their teams to perform at their highest levels. This philosophy is not just about assigning blame or praise; it is about creating a culture where everyone is accountable for their actions AND contributions.
Fred Voccola, who successfully turned around Kaseya, a global IT management software company, attributes much of his success to adopting Extreme Accountability. Voccola emphasizes that in a high-performance culture, every team member must be accountable not only to themselves but also to their peers and the organization as a whole. He believes that this level of accountability fosters an environment where issues are addressed swiftly, and performance is continually optimized.
The Cost of Ignoring Extreme Accountability
Ignoring adoption of Extreme Accountability will have direct, detrimental effects on an organization and while they are often hidden, these effects are expensive. A lack of accountability leads to a toxic work environment, where blame-shifting and finger-pointing become the norm. This negativity will erode trust, reduce productivity, and ultimately hinder the organization’s ability to scale.
According to a study by Gallup, only 2 in 10 employees strongly agree that their performance is managed in a way that motivates them to do outstanding work. This statistic underscores the need for a robust accountability system that not only manages performance but also motivates employees to excel.
The Importance of Extreme Accountability in Scaling Businesses
Enhances Transparency and Trust
Extreme Accountability promotes transparency within the organization. When team members know they are accountable for their actions, they are more likely to communicate openly about their progress, challenges, and needs. This transparency builds trust among team members and between employees and management. Trust, as Stephen M.R. Covey outlines in "The Speed of Trust," is a critical factor in accelerating business operations and fostering a collaborative work environment.
Drives Performance and Productivity
A culture of Extreme Accountability requires that every team member is committed to their roles and responsibilities. This commitment drives performance as individuals strive to meet their targets and contribute to the organization's goals. According to a study by the American Psychological Association, employees who feel accountable for their work are 23% more likely to achieve high performance compared to those who do not.
Encourages Proactive Problem-Solving
When team members are held accountable for their actions, they are more likely to anticipate potential problems and take proactive measures to address them. This proactive approach is essential for scaling businesses, as it prevents small issues from escalating into significant obstacles. As Peter Drucker famously said, "The best way to predict the future is to create it." By fostering Extreme Accountability, leaders can ensure that their teams are always forward-thinking and solution-oriented.
Fosters a Culture of Continuous Improvement
Extreme Accountability creates an environment where continuous improvement is not just encouraged but expected. Team members who are accountable for their performance are more likely to seek feedback, learn from their mistakes, and strive for excellence. This culture of continuous improvement is crucial for scaling businesses, as it ensures that the organization is always evolving and adapting to changing market conditions.
Real-World Examples of Extreme Accountability
Several prominent CEOs and business leaders have embraced the principles of Extreme Accountability and reaped significant benefits.
Satya Nadella, CEO of Microsoft, transformed the company by fostering a culture of accountability and learning. Under his leadership, Microsoft shifted from a know-it-all culture to a learn-it-all culture, where employees are encouraged to take ownership of their learning and development. This cultural shift has been instrumental in Microsoft's resurgence and sustained growth.
Jeff Bezos, founder of Amazon, is another advocate of accountability. Bezos insists on maintaining high standards and expects his team to do the same. He famously said, "Leaders are right a lot. They have strong judgment and good instincts. They seek diverse perspectives and work to disconfirm their beliefs." By holding his team to high standards and ensuring accountability, Bezos has built Amazon into one of the most valuable companies in the world.
Mary Barra, CEO of General Motors, emphasizes accountability at all levels of the organization. Barra’s leadership during the ignition switch recall crisis in 2014 showcased her commitment to accountability. She took responsibility, made the necessary changes, and steered the company through a challenging period. Barra's approach highlights that accountability is crucial not only in everyday operations but also in crisis management.
Implementing Extreme Accountability in Your Organization
To harness the power of Extreme Accountability, business leaders must take deliberate steps to integrate this principle into their organizational culture.
Speak the Language of Commitment
Perhaps you are familiar with one of my favorite sayings that I learned from the late John Butler, “Interested people do what is convenient. Committed people do whatever it takes.”
Language plays a pivotal role in leadership, shaping the culture, setting the tone, and influencing the mindset of a team. The words leaders choose can inspire confidence, drive action, and instill a sense of purpose, or they can create doubt, hesitation, and confusion. For instance, using the word "try" can undermine the decisiveness and commitment necessary for success. When a leader says, "We will try to meet this deadline," it implies uncertainty and leaves room for failure. Recall the famous words of wisdom of Yoda from Star Wars, who famously said, "Do or do not—there is no try." Yoda's statement encapsulates the essence of commitment; in leadership, it is about making definitive decisions and pursuing them with unwavering determination.
Moreover, language can either empower or disempower a team. Positive, action-oriented language such as "We will," "Let's accomplish," or "We are capable of" fosters a proactive and confident culture. Conversely, phrases like "I think" or "We might" will only diminish authority and create ambiguity. Leaders who consistently use clear, assertive language not only convey confidence but also set THE standard for accountability and excellence. In this way, language becomes a powerful tool for leaders to not only communicate effectively but also to build a strong, motivated, and results-driven team.
Lead by Example
Every single leader must embody the principles of Extreme Accountability – no exceptions. By taking responsibility for their actions and decisions, leaders model the way and set the tone for the rest of the team and organization. This behavior sets the expectation that employee team members are expected to follow suit and take ownership of their respective roles.
Set Clear Expectations
Clarity is key to accountability. Ensure that every team member understands their responsibilities and the organization’s expectations. This clarity helps individuals stay focused and aligned with the company’s goals.
And every team member must be clear about the company mission, vision and guiding values.
Provide Regular Feedback
Feedback is essential for maintaining accountability. Regular performance reviews and constructive feedback help employees understand where they stand and what improvements are needed. This ongoing communication fosters a culture of continuous improvement. Implement a practice of Root Cause Analysis on every project / activity beyond a certain level.
Shape a Culture of Growth-oriented Accountability
In my literature review for this article, I came across the following and it is a MUST READ – – Psychological Safety and Accountability: Three Insights From NLI’s Conversation with Amy Edmondson. Dr. David Rock suggests “Growth-oriented accountability comes from within – a person commits to holding themselves accountable rather than being held accountable by others…. Leaders can encourage growth-oriented accountability by role modeling – sharing their own mistakes, frequently asking for feedback, and admitting they do not have all of the answers…” This is where The Five Dysfunctions of a Team – Vulnerability-based Trust comes in.
The keys to performance excellence requires Extreme Ownership AND Psychological Safety. More to come on this important topic. You will want to read this piece – Psychological Safety and Accountability: Three Insights From NLI’s Conversation with Amy Edmondson
Expect Collaboration
Extreme Accountability must not lead to a siloed environment. Encourage team members to collaborate and support each other. When employee team members feel accountable to their peers, they are more likely to work together towards common goals.
Recognize and Reward Extreme Accountability
Recognize and reward team members who consistently model and demonstrate Extreme Accountability. This recognition reinforces the importance of Extreme Accountability and motivates others to follow suit. Rewards can be in the form of bonuses, promotions, or public acknowledgment.
Decide
Extreme Accountability is not just a management fad; it is a fundamental principle that WILL drive your team and organization towards success. By fostering a culture of Extreme Accountability, transparency, and continuous improvement, you can ensure that your team is always performing at its best.
As a business leader, the time to act is now. Decide. Embrace Extreme Accountability, lead by example, and create an environment where every team member is committed to excellence. Remember, the success of your organization depends on the collective accountability of your team. Make Extreme Accountability your team’s superpower and watch your business scale new heights.
Your Call to Action
To implement Extreme Accountability in your team and organization, begin by evaluating your current culture and identifying areas for improvement. Engage with your team, set clear expectations, and provide regular feedback. Recognize and reward accountability, and most importantly, lead by example. By taking these steps, you will transform your organization into a high-performance powerhouse that is ready to tackle any challenge and seize every opportunity.
In the words of Jocko Willink, "Discipline equals freedom." By instilling a disciplined approach to accountability, you can unlock the true potential of your team and drive your business towards unprecedented success. Take ownership, embrace Extreme Accountability, and make it your team's superpower today.
And engage me to help accelerate your journey...
Chris Young is a Trusted Advisor To Founders / CEOs | Certified Scaling Up Coach | Builder of People, Leaders, Teams & Economic Moats | Strategist and proud founder of The Rainmaker Group.
