12 Commitments to Drive Team Performance — How to Build Accountability and Focus in Sales Teams
Why do so many teams fail to hit their targets even when they’re motivated?
Often, the problem isn’t effort — it’s the lack of clarity and commitment. Drawing inspiration from world champion surfer Shaun Tomson’s “Code” concept, we adapted his idea into a powerful business framework called “12 Commitments.” In just 15 minutes, your team can turn intentions into action — and talk into traction.
Q1: What Is the “12 Commitments” Method and Why Does It Work?
Shaun Tomson’s “Code” invites people to write twelve “I will” statements — short, forward-looking commitments that define action. We’ve adapted this to business, calling it “12 Commitments”, focusing not on life improvement but team accountability and execution.
Why twelve? It’s enough to be meaningful but not overwhelming. The first few flow easily, but as people reach the final items, they must think deeper — revealing what really drives performance.
Mini-summary:
Twelve commitments strike the perfect balance between inspiration and discipline — helping professionals clarify what truly matters.
Q2: How Can Leaders Use This for Goal Alignment?
Start by linking each person’s commitments to your company’s key targets. Give the team 15 minutes — no more — to write twelve “I will…” statements.
Then, go public: each member reads their list aloud to the group. This step transforms private goals into shared accountability. The leader observes their focus, clarity, and cultural alignment. Weak or vague commitments reveal where additional coaching is needed.
Mini-summary:
Public accountability builds unity, while transparency helps leaders identify where to develop their people.
Q3: How Should Leaders Follow Up After the Session?
Don’t let the exercise die after the meeting. Have everyone send their commitments to you. Review them one-on-one and use them in weekly check-ins and performance reviews.
Publishing them internally — or printing them as visible reminders — reinforces ownership. Each person now has their “commitment mirror” guiding daily behavior.
Mini-summary:
Regular visibility keeps motivation alive and prevents the exercise from fading into a management fad.
Q4: What Impact Can This Have on Sales and Leadership Culture?
In our Tokyo-based sales team, the effect was powerful. People started owning their results. Discussions shifted from excuses to execution. This simple ritual created a culture of focus, responsibility, and progress — all in just 15 minutes a week.
Mini-summary:
Structured self-commitment transforms teams from compliant to committed.
Key Takeaways
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Create 12 “I will” commitments in 15 minutes to sharpen team accountability.
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Publicly share commitments to build ownership and unity.
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Use them for coaching, weekly check-ins, and performance reviews.
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Reinforce them visually — commitment drives behavior.
Want to strengthen accountability and engagement in your Japan-based team?
👉 Request a Free Consultation with Dale Carnegie Tokyo to implement the 12 Commitments framework in your organization.
Founded in the U.S. in 1912, Dale Carnegie Training has supported individuals and companies worldwide for over a century in leadership, sales, presentation, executive coaching, and DEI.
Our Tokyo office, established in 1963, has been empowering both Japanese and multinational corporate clients ever since.