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100% Accountability: A New Canvas on Which to Paint the Future 273

The Critical Path from Concept to Content to Context

Leaders often miss the distinctions between concept, content, and con-
text. Here’s a simple quiz: are the phrases “high performance,” “fearless
leadership,” “100% accountability,” and “committed partnerships” con-
cepts, content, or context? The answer is: they are all of the above depend-
ing upon how leaders communicate them to others.
Using the term high performance as an example, let’s examine how you
can transform it from a concept to a compelling context. As you read each
approach below, identify your natural inclination. Do you attempt to
engage others by discussing theoretical concepts, delving into detailed con-
tent, or by providing an inspiring context?

High Performance as a Concept. A concept is a thought, idea, or notion
conceived in the mind. As a concept, high performance is an intellectual
abstraction. For example: “High performance is a model for achieving opti-
mal effectiveness and maximum profitability.” Leaders who are stimulated
by intellectual abstraction and thought-provoking theories are frequently
intrigued with new concepts or ideas.

High Performance as Content. Content refers to the composition, tex-
ture, and configuration of an idea. When referring to high performance
as content, it takes on substance as details are presented. For example:
“High performing teams yield 10 times the productivity of business-as-
usual teams.” Content focuses on fine points, facts, and information.

High Performance as Context. Context provides people with a larger
frame of reference, a compelling mission, and personal meaning. It pro-
vides the emotional framework that generates personal commitment. For
example: “Every day we must each make the personal choice to work
together as a high performance team. There are days when I forget to apply
the behaviors we have learned. Then one of you reminds me that I need
to take accountability for my impact. At that moment, I remember our
larger mission and forget my own pettiness. This is what I am asking of
you: keep our purpose in front of you at all times. For us, high perfor-
mance is not some lofty concept; it is a way of life. We are learning and
growing together and as committed partners, we are unbeatable.”