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06 Dec

There’s No “We” in Accountability

wdmoran Leadership 0 1

“How do we build a culture of accountability in our company?” That was a question one of my executive leadership coaching clients asked me recently. When I asked him what he meant by accountability, he had difficulty fully articulating what accountability meant to him. Finally, he said he wanted people to take ownership of their work and the results they produced. After we spent most of an hour exploring what was missing and what real accountability would look like, he made a bold statement. “The first thing I need to do to build more accountability is to stop talking about what we should do. I need to decide what I am going to do to be more accountable and promote accountability within my team.” It was as if a light came on for him. He realized that while we all want to foster accountability, we can’t. I can. He can. You can. Accountability happens when individuals take ownership, and that starts with individual leaders deciding to make it happen. Although my client had had a major breakthrough, he still had a big question to answer in the coming weeks, “How do I get started?”
Several days after this conversation, I was talking with a friend who was looking for a new kayak. He was so excited, because he had found the perfect boat. It was a Coosa 14 made by Jackson Kayaks. It was designed for the exact kind of fishing my friend does, and it had all of the features he was looking for. I don’t have the expertise to say whether it was as great a kayak as he said, but he was sold. He showed me several promotional and customer videos extolling its virtues.

As we watched the videos, I kept focusing on two things. First, I noticed the signs hung prominently in Jackson’s factory – “BUILD IT LIKE ITS YOURS!” Every one of the employees interviewed was a kayaker, and so these words reminded them that the safety and enjoyment of their customers depended on the quality of their work. That insured that they were never just shaping plastic, cutting holes, or attaching fixtures. They were making a boat, one at a time, as if it were meant for their own use. That instills accountability.

The second thing I noticed was the language many of the employees used. They talked in the first person. This wasn’t egotism. It was pride in their contribution to building an outstanding product. It was an articulation of each individual’s commitment to ownership and a culture of accountability. Every employee talked about their role on a team, but that team was comprised of accountable individuals.
While reading Atlas Shrugged by Ayn Rand, I was struck by a passage that epitomized accountability. Following the successful completion of a seemingly impossible task, Dagny Taggert, the protagonist of the book, contemplated the meaning of ownership. “No, it was not made of papers, grants and permissions. There it was – in his eyes.” The point Dagny was making was that accountability lies within each of us as individuals. We can’t do anything to create or destroy it. We can’t make rules or pass laws that make people accountable. Rather, leaders have the opportunity to help others unleash it by rewarding behaviors that demonstrate accountability while removing anything that stifles it.

The most important thing we can do is to live and lead accountably. Leaders who promote accountability show that the opportunity and rewards of ownership are worth the inherent risk it carries. Sometimes that means letting people know that it is okay to fail; other times it means revealing upside potential that risk-taking offers. Mostly it means being accountable ourselves. We can do four simple, yet challenging things to demonstrate our commitment to accountability.

  • When things go well, accountable leaders focus the praise on those who made it happen.
  • When things go wrong, leadership means embracing accountability by accepting the blame for the failure and seeking forgiveness from those to whom we are accountable.
  • Accountable leaders focus their energy on fixing problems, not pointing fingers.
  • Accountable leaders create leverage and build confidence by delegating and empowering others to live accountably.

Taking ownership and being accountable can be scary, but without it, real leadership is impossible. What can you do right now to be more accountable? How do your actions create a culture of accountability? What one thing can you start doing that will demonstrate your personal ownership and accountability? What are the best examples of accountability you’ve witnessed lately? Share your thoughts and suggestions with the If You Will Lead Community.


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If You Will Lead - Enduring Wisdom for Those Who Choose to Lead
I've invited Doug to speak several times at our university and will continued to enjoy doing so. Both students and faculty members love Doug's humility, his comfortable and highly interactive manner, and willingness to share both painful and successful experiences. He comes across as wise yet without a trace of arrogance. I think students almost instantly view him as the type of person they'd like to have as a mentor. I’m confident that those who apply the wisdom he shares will be introduced to new and practical ways of improving their leadership.
-Bob Kolodinsky

Ph.D., Director, Gilliam Center for Free Enterprise and Ethical Leadership and Professor, Management Department, College of Business, James Madison University
If You Will Lead - Enduring Wisdom for Those Who Choose to Lead
I've invited Doug to speak several times at our university and will continued to enjoy doing so. Both students and faculty members love Doug's humility, his comfortable and highly interactive manner, and willingness to share both painful and successful experiences. He comes across as wise yet without a trace of arrogance. I think students almost instantly view him as the type of person they'd like to have as a mentor. I’m confident that those who apply the wisdom he shares will be introduced to new and practical ways of improving their leadership.
-Bob Kolodinsky

Ph.D., Director, Gilliam Center for Free Enterprise and Ethical Leadership and Professor, Management Department, College of Business, James Madison University
If You Will Lead - Enduring Wisdom for Those Who Choose to Lead
Bringing years of personal experience in leadership in Fortune 500 companies, Doug's presentation is based on his Book "If You Will Lead." Doug's program was much more than a “motivational” sales seminar. It was an inspirational and energizing session that provided us with the tools and insights to lead more powerfully and sell more effectively.
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President, AAISP – DC
If You Will Lead - Enduring Wisdom for Those Who Choose to Lead
Doug Moran’s opening keynote address to our annual conference set the tone for the entire event. It was my hope that we would have a speaker who would inspire and encourage our attendees to think and act more boldly about the topic of sustainable mobility, and Doug delivered exactly what we needed. Most importantly, he provided us with concrete leadership advice that we can use to drive positive change. His provocative and challenging words were repeated by many of our other presenters who integrated his leadership messages into their speeches and discussions.
– Sharon Lewinson

P.Eng., President ACT Canada
If You Will Lead - Enduring Wisdom for Those Who Choose to Lead
Doug Moran looks at the practice of leadership from a unique perspective - through the lens of a literary classic. It’s a fascinating way for today’s managers to think about their own leadership brand.
- Steve Arneson, Ph.D.

President, Arneson Leadership Consulting

(Steve was named one of the country's Top 100 thought leaders on leadership in 2008, 2009 and 2010, and one of the Top 25 leadership coaches in America for 2008, 2009 and 2010 by Leadership Excellence magazine. )
If You Will Lead - Enduring Wisdom for Those Who Choose to Lead
Although the problems we confront have changed, the fundamentals of leadership remain the same. Recognizing this enduring truth, Doug Moran has created a book that draws leadership lessons from some of history’s greatest figures. If You Will Lead surely will help readers become better leaders.
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Former Governor and Senator, Commonwealth of Virginia
If You Will Lead - Enduring Wisdom for Those Who Choose to Lead
Few people are born leaders. The rest of us need a guide to help us gain both the courage and competency to lead well. Doug Moran’s book provides a perfect blend of a thoughtful leadership framework and anecdotes from some of history’s greatest leaders to help make his points come to life. If You Will Lead is a great companion for any aspiring executive.
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EVP and CFO, Intersections, Inc.
If You Will Lead - Enduring Wisdom for Those Who Choose to Lead
I was particularly impressed with the section of the book about Jim Mulligan and the role of leading with stamina. It is an outstanding representation of one of the toughest men to endure the Hanoi Hilton. His leadership kept us young guys going. This book captures the importance of leadership stamina.
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(USN ret.), former POW
If You Will Lead - Enduring Wisdom for Those Who Choose to Lead
In IF YOU WILL LEAD, Doug Moran provides keen insights on leadership while drawing lessons from some of history’s great leaders. Moran has taken a complex and challenging subject and created lessons and a framework that can help leaders realize and leverage their strengths.
- Sanjiv Yajnik

President, Financial Services, Capital One
If You Will Lead - Enduring Wisdom for Those Who Choose to Lead
As I was reading If You Will Lead, I was reminded of Santayana’s famous quote, “Those who cannot remember the past are condemned to repeat it.” This book offers the opportunity to learn from some of history’s greatest leaders, so we can replicate their success. Moran's masterful framework translates these historical lessons into a concrete and practical guide for today's leaders.
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CEO, Korea Exchange Bank
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Doug Moran’s humane and insightful study reminds us of some of the timeless qualities great leaders need. And even if leaders sometimes have to “govern in prose”, drawing inspiration from poetry is a fine idea.
- Stefan Stern

formerly management columnist at the FT, now Visiting Professor at the Cass Business School, London, and director of strategy at Edelman in the UK
If You Will Lead - Enduring Wisdom for Those Who Choose to Lead
Doug Moran did a great job of tying essential leadership attributes to great, recognizable leaders. The attributes chosen are essential traits of good leadership and very well organized.
- /s/ Vice Admiral Ed Clexton, USN (Ret)

former Commanding Officer, USS Dwight D. Eisenhower, CVN-69, and recipient of the John Paul Jones 'Inspirational Leadership Award' from the Navy League of the US.
If You Will Lead - Enduring Wisdom for Those Who Choose to Lead
This is an engaging primer for anyone committed to becoming a leader at work or in life. Using compelling examples, Doug Moran has provided a valuable series of leadership lessons that are relevant and useful to all of us. This book will make a difference to you and to all who look to you for leadership.
- R. Jack Weber

Professor Emeritus, Darden Graduate School of Business, University of Virginia
If You Will Lead - Enduring Wisdom for Those Who Choose to Lead
Doug Moran’s book will motivate leaders at all level to strengthen key leadership traits of character, authenticity, integrity and self-efficacy. You will learn tangible leadership techniques and walk along side some of history’s best known figures from Lincoln to Mandela, making this a truly inspirational book.
- Wendy S. Swire

Co-author Anytime Coaching: Unleashing Employee Performance Adjunct Professor, Johns Hopkins Carey Graduate School of Business
If You Will Lead - Enduring Wisdom for Those Who Choose to Lead
I highly add my name of recommendation to the book by Doug Moran entitled If You Will Lead. "One of the great needs in our country and in our world is the need for capable and inspiring leadership. There is, in my judgment, an absence of good leadership as we hear each day of the incessant wrangling among elected officials. We certainly need some new leaders to come forward. This book gives the reader a sense of the qualities of leadership which are so needed today. Leadership is an innate quality. It certainly can be acquired, as long as we have examples which this book gives to emulate." "In my judgment this book is most worthwhile and sorely needed in our world today.
- Walter F. Sullivan

Bishop Emeritus of Richmond
If You Will Lead - Enduring Wisdom for Those Who Choose to Lead
This is an engaging primer for anyone committed to becoming a leader at work or in life. Using compelling examples, Doug Moran has provided a valuable series of leadership lessons that are relevant and useful to all of us. This book will make a difference to you and to all who look to you for leadership.
- R. Jack Weber

Professor Emeritus, Darden Graduate School of Business, University of Virginia.
If You Will Lead - Enduring Wisdom for Those Who Choose to Lead
I was introduced to “IF” at a young age by my mom, and it is a poem that I keep in my mind at all times as I try to do my job to the very best of my ability here at Butler. Many of the positive lessons in the poem have been very applicable for me. It’s a terrific poem to study for those that aspire to be in a position of leadership.
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Head Coach, Butler University Men’s Basketball Team
If You Will Lead - Enduring Wisdom for Those Who Choose to Lead
“If You will Lead” brings real insight into the qualities needed for successful leadership. This book is exceptionally well written and provides a true guideline into all aspects that challenge true leadership. Inspiring balanced and well thought out it is a major contribution for those who would lead in our fast changing society.
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If You Will Lead - Enduring Wisdom for Those Who Choose to Lead
At a time when leadership in the world is at such a low ebb – “If You Will Lead” will make a tremendous contribution to the upcoming generation!
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If You Will Lead - Enduring Wisdom for Those Who Choose to Lead
After 26 years on Wall Street, the last 20 of them leading people, I am more aware than ever of the need to level-set your actions and philosophies and always be adjusting to the fast-paced world we live in where change is the only constant. Doug Moran has proven himself to be a forward-thinking leader and insightful assessor of practical practices in an increasingly complex and competitive business environment, having demonstrated a track record of creative and strategic thinking along with successful tactical execution in both the public and private sectors across multiple leadership roles. As one fights off the temptation to become jaded and dismissive of those offering the latest recipe for leadership success, Doug has proven to be one of the few people whose opinions I seek out proactively, knowing that I can count on candid feedback, spirited debate and a collaborative partner when dealing with issues important to me both personally and professionally. If You Will Lead is an important addition to any leader’s short list of practical business reading and will make an immediate positive impact on how one ties effective leadership principles to the future success of their organization.
- Chris Dupuy

Managing Director, Merrill Lynch Wealth Management
If You Will Lead - Enduring Wisdom for Those Who Choose to Lead
Doug's book on leadership is a standout. Based on Kipling's poem, "If," the book is thoughtful and comprehensive, pragmatic and inspiring, and grounded in self awareness, which is the fundamental requirement for leadership excellence. This book, with its well-drawn examples of leadership attributes, is in itself a courageous act of leadership. Serious leaders interested in transformation for themselves or their organizations ought to savor it, journal with it, and refer to it often as a way to calibrate, contribute, and create results that matter.
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Author of Be Your Own Coach, and On Becoming a Leadership Coach, and creator of the Georgetown University Leadership Coaching Program



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