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The need to avoid personal discomfort prevents team members from holding one another accountable for their behaviors. The irony is that the more team members refrain from holding themselves and each other accountable, the more resentment and ineffective behavior grows.
One of the greatest barriers to accountability is ambiguity. Communicating clear goals and standards is vital to setting expectations. However, setting expectations is not enough. Establishing, communicating, and getting buy-in on team goals is just as important. Team members are less likely to allow someone to fail if the entire team has a stake in the results.
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