“We have an accountability problem!” Craig* fumed as he paced around the office. I sat on the hard-backed metal chair, pad balanced on my knees, pen in hand, ready to take notes on the looming problem that had prompted Craig’s call to me.

On the phone, he’d said his team lacked accountability. He wanted me to come in and teach his junior marketing managers a seminar on being accountable.

But how did he define accountability at the agency? And was it really an accountability problem or something else?