​Rockefeller Habit 4: Every facet of the organization has a person assigned with accountability for ensuring goals are met.

This Habit keeps the organisation internally aligned, engaged, and improving continuously.
​It’s just three simple but powerful questions:

1. What should we start doing?
Surfaces fresh ideas and opportunities we may be missing.

2. What should we stop doing?
Identifies what’s frustrating, wasteful, or no longer effective.

3. What should we keep doing?
Highlights what’s working well and must be preserved. 

These conversations, done weekly by executives and middle managers, help create:

• Trust and openness with employees
• A constant pulse check on culture and operations
• A feedback loop that ensures leadership doesn’t drift away from reality

The 4Q refers to the four questions that leaders ask customers in person (not on a survey):
1. How are you doing?
A personal, human check-in to build rapport

2. What's going on in your industry / neighbourhood?
Helps the executive understand broader trends and challenges.

3. What do you hear about our competitors?
Gathers competitive intelligence directly from the marketplace.

4. How are we doing?
Seeks candid feedback about your company’s performance.

​At least once a week, each executive and middle managers talk directly to an end-user or customer using these 4 questions for the strategy not to be based on guesses.