Let’s talk about a word that makes some people squirm: accountability. It’s the backbone of high-performing teams and thriving businesses, but it’s also the thing that tends to slip through the cracks, especially for small and medium-sized businesses (SMEs), where the lines between “boss” and “mate” can get blurry fast.
A while ago, I sat down with the husband-and-wife owners of a successful trades business. As I was introducing the Success Through People Model to them, we landed on the “Set Clear Expectations” component of the model. They nodded confidently to one another and agreed: “Yeah, I think we do that pretty well. We have position descriptions, procedures, and other things in place. We communicate well and think the guys know what’s expected of them.” All good, right?
I then introduced the next component, “Ensure Accountability”, and asked them how they felt the business was tracking in that regard. The wife burst out laughing, looked at her husband, and said, “He does nothing, so they just get away with it!” (He grinned sheepishly, and we all had a good chuckle before moving onto discussing how to improve things).
In my experience, that moment sums up the reality for a lot of SMEs. Setting expectations is crucial, but without accountability, those expectations are just words on a page. In fact, these two elements can be seen as two sides of the same coin; one without the other is, frankly, pretty useless. You can communicate your expectations well and have the world’s best position descriptions and procedures in place, but if nobody’s holding anyone to them, your business is just not going to see the benefit.
Why Accountability Matters (and Why It’s So Hard)
Accountability isn’t about blame or finger-pointing. It’s about clarity, consistency, and the confidence that comes from knowing everyone’s pulling in the same direction. Research shows that companies with strong accountability cultures are 2.5 times more likely to outperform their peers (Harvard Business Review 2016/01: “The Right Way to Hold People Accountable”).
So why do so many smaller businesses struggle with this? For one, it’s personal. Particularly in smaller teams, nobody wants to be the “bad guy.” Plus, many business owners and managers of SMEs are time-poor and wear multiple hats; sometimes it just feels easier to let things slide. But here’s the catch: without accountability, even the best-laid plans, strategies, and expectations fall flat.
Practical Tips for Building (and Sustaining) Accountability
Ready to make accountability a key part of your business culture? Here’s some suggestions to get you started:
1. Link Expectations and Accountability, Always
Remember: setting expectations and ensuring accountability are inseparable. Every time you clarify what’s expected (whether it’s when reviewing or re-communicating a position description, introducing a new policy or procedure, or setting goals in a team meeting, for example), be sure there’s a clear understanding of how you’ll follow up, measure, and respond if things go off track.
2. Make Feedback Routine (Not Just for “Problems”)
Don’t wait until something goes wrong to have a conversation. Build regular feedback into your daily/weekly routine; regular check-ins, monthly reviews, or even quick “pulse” surveys can work wonders. The goal is to create an environment where feedback (both positive and constructive) is normal, not nerve-wracking.
3. Act Promptly and Consistently
When expectations aren’t met, address it quickly and fairly. Avoid letting issues fester (or, as in my anecdote, letting people “just get away with it”). Consistency is key; if you address issues with one person but ignore them with another, you’ll undermine trust and credibility.
4. Equip Your Managers and Team Leaders
Not everyone is comfortable having tough conversations. Invest in training or coaching to help your leaders develop the confidence and skills to address performance issues constructively. Sometimes, just having a simple framework or script can make all the difference. (BONUS: Our associated brand HR Success has a great free download available, “From Feedback to Results, A Simple Guide to Managing Employee Performance”. It’s available HERE)
5. Use Performance Data and Visuals
Regularly measure progress towards goals; team, individual and whole-of-business. Share results openly. Visual indicators (like charts or dashboards) keep everyone focused and make it easier to spot and address issues early. Remember, what gets measured gets managed.
6. Survey Your Team (and Your Customers)
Build accountability at all levels, not just staff to manager. Leaders need to have a level of accountability to their teams, and the business is ultimately accountable to its customers. At least every couple of years, survey your staff about how things are going. What do they like? What could be better? Anonymous surveys such as the Success Through People Team Survey (click for details, downloads as PDF) can encourage honesty, and having an external provider manage the process can help with confidentiality concerns. Take steps to get feedback from customers also: regular feedback from all perspectives helps to build a true and effective culture of accountability.
7. Recognise and Reward
Accountability isn’t just about calling out what’s gone wrong. Celebrate wins, big and small. Public recognition, a simple thank you, or a shout-out in a team meeting can go a long way towards reinforcing the behaviours you want to see.
The Bottom Line
Building a culture of accountability isn’t about micromanaging or creating fear. It’s about setting your people (and your business) up for success. When everyone knows what’s expected, AND knows that those expectations actually matter, you unlock higher engagement, better performance, and, ultimately, a stronger bottom line.
So, next time you’re putting in the hard yards to set clear expectations, be sure to ask yourself: “How are we ensuring accountability here?” If you’re not sure, start small. Pick one area, make accountability visible, and build from there. Your team, and your results, will thank you.