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FIELD NOTES FROM A FRACTIONAL CMO

Things We Pretend Are About Talent: High-Performing Teams

The Best Team in the Room May Still Be Rowing in Circles

A leadership team can contain eight accomplished executives and still spend twenty minutes debating the font on Slide 14.


Talent gets people into the room. It does not tell them what to do once they arrive.

A 2017 McKinsey article made a durable case: composition matters, but team dynamics determine whether talent becomes performance. Nine years later, teams are hybrid, distributed, faster-moving, and increasingly working alongside AI. Coordination is now operating infrastructure.


Google’s team-effectiveness research reached a similar conclusion: what mattered most was less who sat on the team than how they worked together. Psychological safety, dependability, structure and clarity, meaning, and impact mattered more than colocation or consensus.

But the most important lever may be what happens when the discussion ends. High-performing teams are not democracies. Someone must make the final decision. The critical question is whether authority resolves ambiguity or makes evidence irrelevant.

I have seen both versions up close. In one organization, the CEO or COO made the call. The goals were often uncomfortable, but the mandate reflected operating history, competitive conditions, regulatory realities, and a credible view of what the organization could accomplish. People could challenge the recommendation before the decision. Afterward, they understood the reasoning and committed. That organization retained the urgency of a startup while moving billions of dollars in product and revenue.

In another organization, experienced leaders were hired for their judgment and then discouraged from exercising it. Data-driven recommendations could be dismissed without analysis, the people presenting them could be diminished, and an implausible target substituted in their place. Marketing leadership changed repeatedly within a single year. The unofficial operating rule became: agree in the room, then do whatever seems survivable afterward.

Both organizations had talent. The decisive difference was decision integrity: whether the final decision remained accountable to evidence, context, and reality.

Researchers often call the surrounding condition psychological safety. I prefer operating candor: Can the truth travel upward when it is inconvenient? This is not comfort or lowered standards. It is the ability to admit an error, challenge a premise, or say, “I don’t understand,” before a small mistake becomes an expensive surprise.

Strong teams build four operating habits.

Shared direction. Everyone should be able to name the priority, the desired outcome, and their role in achieving it. If nine executives independently list the company’s top three priorities and produce fifteen different answers, they have a recurring calendar invitation, not alignment.

Operating candor. Disagree while the decision can still change. Deliver bad news early. Test assumptions and make the strongest case against the preferred answer without turning disagreement into a career decision.

Decision integrity. Give the final call to a named owner who weighs the evidence, explains the constraints, and sets a demanding but credible goal. Once the decision is made, stop reopening it in hallways and private messages.

Visible learning. Review how the team made the decision, not only whether the outcome was favorable. A lucky result can conceal a poor process. An unsuccessful experiment can improve the next decision.

AI makes these habits more important. A September 2026 HBR article notes that employees may use AI as a neutral-seeming proxy for concerns they do not feel safe voicing themselves. That is a useful signal, but an unhealthy workaround. Teams should use AI to challenge assumptions, not replace operating candor.

The best teams are not harmony machines. They create an environment where the truth travels quickly, decisions stick, and people know what they owe one another.

About Author

Picture of Louis Deppe

Louis Deppe

Louis Deppe is the Founder and CEO of Supercell Marketing Boutique, with more than 40 years of experience in commercialization, executive marketing, and business strategy.

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