Nobody was talking about the negative impacts or consequences of the delays. Nobody was talking about disappointed customers or delayed revenue. I was distressed—mad, even.
“You guys are missing your deadlines and you are failing! Do you know why?” I asked them. The team looked at me silently. “It’s because you are not taking your deadlines seriously. Your deadlines are not really deadlines. They are wishlines.”
“In other words,” I continued, “you wish you could get something done, but you haven't committed and made the sacrifices necessary to get it done. I mean—what are the consequences of missing these deadlines? Did a customer project blow up? Did a customer fire you guys? Anybody lose their jobs?” I noticed concern (finally!) on some of their faces.
“I'm not suggesting you should fire somebody. I am suggesting that you should be very serious about the consequences to the business as these deadlines are being missed. You should not be able to just push this to the next quarter and disregard the negative consequences of that action.”
I paused for a moment before finishing my monologue. “You will not succeed unless you commit and execute relentlessly—or even ruthlessly!”
Let's talk about the word commitment. The Google AI Overview states: “Commitment means a pledge, promise, or obligation to do something or support someone, showing dedication, loyalty, and focused purpose. Essentially, it's about being bound or engaged to a course of action, person, or belief, often involving time, effort, or money.”
Not a bad definition.
I have learned that there is a big difference between deciding on a goal and making a commitment to deliver on an outcome. You will not succeed unless you commit to your outcomes and execute relentlessly—especially when it comes to difficult undertakings. Hard things need commitments, not just decisions.
Listen: Every year, millions of people make a decision to lose weight and commit to a new workout routine or a new gym. Multiple studies and surveys indicate that only about 8-9% of people who make New Year’s resolutions feel they successfully keep them for the full year. Sure, most people decide on what they want to do, but they do not commit to achieving their outcome, and they ultimately fail.
When you commit, you are not just making a wish—you are making a promise to do something. You now have an obligation to deliver. And you must have the courage to say no to other things that can crowd in and stop you from achieving your obligation.
One of the secrets to achieving your commitments is to understand the importance of that commitment to be fulfilled—in the Rhythm 5 C's of Accountability framework, we call this the Common Purpose. You also must grasp the positive and negative results of achieving or not achieving that commitment—the Consequences.
Embracing the 5 C’s boosts your accountability and helps you fulfill the commitments you have made, so that you can finally achieve the results that you wished for but could not deliver previously.
Early in the year or the quarter, you likely feel optimistic. You and your team are making decisions and taking on lists of priorities and projects, believing you will get them all done. But do you remember all those failed New Year’s resolutions? Your plan will follow suit if you do not make commitments and execute relentlessly.
As you plan for a great year or quarter ahead, get serious about commitment. Every time you identify a priority, ask yourself: Am I making a decision, or am I making a commitment?
Commit to commitment. Don’t let your deadlines be wishlines. Don’t shrug it off when another project gets pushed into the next quarter. Embrace the 5 C’s and make yourself truly accountable to achieving your commitments. Say no to competing projects. Remember that you have made a promise, not a wish, and it is on you to follow through.
If you and your team have gotten used to a low-accountability mindset, committing to your goals will feel different. It might even feel scary, as it did for the client I shared about in this blog. But feeling a little bit of tension and concern is a good thing. It means that you care! It means that keeping your promises is important to you.
Our Rhythm team of expert coaches is here to walk alongside you as you make commitments, and support you through relentless execution. When your deadlines stop being wishlines, and you commit with accountability, you will finally start to see results.