A comprehensive and practical approach for turning corporate accountability into a competitive asset.. Who can deny the failures in corporate accountability? From questionable earnings reporting to outright fraud, businesses are coming under increasing scrutiny from shareholders and regulators alike. As Epstein and Birchard demonstrate in Counting What Counts, these practices prevent managers from successfully executing strategy and condemn companies to a purgatory of sub-par performance; by contrast, managers embracing the principles of accountable management can become responsive and responsible like never before. Drawing from the personal stories of dozens of managers, and from the collective experience of 25 years of research, writing, and teaching, the authors show that managers routinely tolerate shortfalls in four areasgovernance, performance measurement, control systems, and reportingand outline a practical approach to reforming and invigorating these essential drivers to improve decision making, clarify and communicate strategy, accelerate feedback and learning, and secure stakeholder loyaltyturning accountability into a competitive asset.