Team Obama versus Team McCain
Before the campaign began, the name of John McCain was a household word. He was known as war hero, veteran advocate, defender of human rights abuses, and maverick senator who “crossed the aisles” of Congress to achieve his goals. He was seen as decisive, action-oriented. The name of Barack Obama sounded strange in the mouths of pundits. He had emerged on the national stage at the 2004 Democratic convention as a powerful speaker, but little was known about him as a person, as a candidate, or as a senator. All of that would soon change.
By the end of the campaign, the name of John McCain was readily associated with old ideas, flip-flopping platforms, and listeners were unsure what the term “maverick” truly meant in terms of action. A previously comfortable relationship of the candidate with the media sunk towards an antipathy between McCain and the media. In contrast, the name of Barack Obama now rolled off the tongues of pundits and the media who adored him. His efforts in community organization in Chicago were now touted as national leadership. He was the candidate of “change we can believe in”. In short, he developed the persona of a rock star with millions of adoring fans worldwide.
The outcome of the national election is well known. What is not so well known is what we can learn a lot about successful and struggling teams by examining Campaign Team Obama and Campaign Team McCain. Analysts by and large recognize Team Obama as arguably the most successful campaign team ever. They refer to Team McCain as the team of mavericks that never really got it together.
Dysfunctions in teams are as widespread in campaigns as well as in businesses. Using Lencioni’s model as presented in his highly recognized book, The Five Dysfunctions of a Team, dysfunctions of the campaign team are apparent. The lessons learned can benefit your teams in business and can impact your team’s ultimate success.
The base of Lencioni’s model of team dysfunction is Lack of Trust. It is the starting and foundational point and one that plagues teams in all settings. The issue of trust showed wide variance between Team McCain and Team Obama.
Trust was in place when the McCain campaign team began their work. Team members were all doggedly loyal to John McCain’s point of view and methods. All members were aligned behind a single vision. However, as the campaign progressed, team dysfunction grew. McCain’s legendary temper and impulsivity caused some team members to be caught in the crosshairs of his temper while simultaneously struggling to patch up his extemporaneous “off-message” remarks. Team members were hesitant to admit their mistakes to one another and to acknowledge their weaknesses. Team trust was rapidly dissolving in Team McCain. Silent disagreement and lack of unity was growing.
One example of eroding trust occurred at the top end of the campaign team. Mark Salter, serving as McCain’s speechwriter and closest advisor, had a strong history of trust with McCain, having coauthored his bestselling books, including Faith of My Fathers and Why Courage Matters. Steve Schmidt, veteran campaign strategist, was brought in to serve alongside Slater as a high level advisor. Claiming to “write the way McCain thinks”, Slater generated a sound message of stump speeches, portraying McCain as the war hero turned statesman with a message of dependability. However, McCain’s stilted speaking style evoked no pathos in his listeners and to make matters worse, he regularly went “off message” and would damage his own speech so carefully prepared by Mark Salter.
Steve Schmidt, a veteran of the Bush-Cheney campaign and a student of Karl Rove, was top advisor to McCain. He was relentlessly on message in his directives and publicity. His common sense tough-guy style appealed to McCain. However, he did not fit well with Rick Davis, the campaign manager. As time went on, deep mistrust developed and resentment between the two grew. Davis felt like Schmidt and Salter were out on the road getting all the glory, enjoying all the camaraderie and fun while he did the hard work back at headquarters. All three leaders began moving in their own direction in the campaign, not trusting the other to align with their point of view and method. As it turned out, by early summer, 2008, Steve Schmidt took over the daily operations and Salter and Davis were pushed to the side. Trust among top leaders in Team McCain was no longer in place.
Within the campaign team of Obama, trust was established early and maintained throughout the influential levels of the team throughout the campaign. From the onset of the campaign, Team Obama was closely aligned to a single vision with the cool head of Barack Obama setting the even tone. Obama and his top aides were relentlessly on target in their message. A solid trust was so strong between David Axelrod, campaign manager, and Barack Obama that it was observed that the two men barely needed to speak; their minds were as if they were one. In fact, strong emotional trust was apparent throughout the highest levels of Team Obama. The result was an unswerving unity of message and purpose based on unswerving trust.
Fear of Conflict is the second tier in Lencioni’s dysfunctional team model. John McCain’s impulsive style and fiery temper caught campaign leaders off guard at various times. They were hesitant to bring up McCain’s tendency to go off message in stump speeches or their strong desire for McCain to take on Obama rather than playing the part of the hero gentleman. In contrast, top aids of Obama met regularly, discussing difficult issues openly. Obama’s cool head led them to be able to speak openly. The result was a fine fusion of flowing ideas. Even when Team Obama had run through $20 million in a losing battle to win Texas, Obama reassured his aides, “I am not yelling at you…” although he was deeply frustrated. Obama regularly welcomed honest advice from his lieutenants in the campaign. He waited to state his own opinion in order to gain honest feedback from his team.
In Lencioni’s third tier, the issue of Commitment as a team includes the team sticking to decisions around common objectives. The contrast between the two campaign teams is particularly strong in this area. McCain’s team zigzagged between varying strategies so often that the middle management team was often in conflict and confusion. The modus operandi was completely opposite in the Obama team. Alignment of objectives and direction was in place down through the lowest levels of workers. Cascading communication occurred clearly and frequently using every means of communication, including text messages and strong use of the internet.
Accountability is the next tier in Lencioni’s model. Top aides in the McCain team were hesitant to point out one another’s unproductive behaviors. Rather than questioning one another about problems in their respective approaches and methods, they worked in isolated silos, undermining unity. Meanwhile, Team Obama displayed a pattern of peers holding one another accountable to the highest standards. The discrepancy between levels of trust and use of healthy conflict in the two teams created highly contrasting team cultures….and results in the end game.
Lencioni rounds out the dysfunctional team model with Inattention to Results. The McCain team did not use polling information effectively largely due to the fact that McCain himself quickly tired of boring data. This omission was clearly inattention to results. His maverick style led the team to shoot from the hip rather than modifying direction and strategy based on hard data. Team Obama really shone in this area. Even minute details were planned and carried through. One example of attention to results in the Obama team occurred during early voting and on Election Day. The team had carefully amassed hard data on which precincts and which states were borderline for victory. They put in place a system whereby trained volunteers polled voters as they exited the polling places. They didn’t ask which candidate they voted for, but instead they asked for the voter’s name, assuring the voter that giving their name would mean there would that the voter would be removed from the mass telephone campaign. Voters readily gave the information and the volunteers immediately sent text messages of names back to the calling center. By doing this, they gained good will from those who had already voted and eliminated wasted phones calls for the calling center volunteers, allowing them to focus on those who had not yet cast their vote. This kind of attention to results was reflected in the victory achieved by Team Obama.
No matter how you feel personally about the heroic record of John McCain or the eloquent earnestness of Barack Obama, in the end the matter came down to team performance. Leadership from the top guy down through the principal aides made all the difference. The Obama team functioned masterfully and the result is an inauguration scheduled in January, 2009.
As the year 2008 comes to an end, take a look at your own team, your management team and see if there are lessons to be learned from the failure of Team McCain and the success of Team Obama. Will 2009 be an inaugural year for functional team performance for you at your workplace?