Greg Bustin

Vistage Speaker & Master Chair | Author | President – Greg Bustin | TEC Canada Speaker

Greg is a Master Vistage Chair in Dallas, leading two Chief Executive groups, two Key Executive groups, and an Advancing Leaders group. With over 600 presentations across every continent except Antarctica, Greg has extensive experience in leadership and strategic planning. He led a successful turnaround of Edelman Worldwide’s Dallas office and founded his own marketing consultancy in 1994. Having worked with top companies like Bank of America, PepsiCo, and Sony, Greg specializes in conflict resolution and helping leaders achieve tangible, sustainable performance improvements. He’s written five leadership books, including *Accountability: The Key to Driving A High-Performance Culture*, and his upcoming book *Laughing Matters* will be released soon.

Greg Bustin

Vistage Speaker & Master Chair | Author | President – Greg Bustin | TEC Canada Speaker

Greg is a Master Vistage Chair in Dallas, leading two Chief Executive groups, two Key Executive groups, and an Advancing Leaders group. With over 600 presentations across every continent except Antarctica, Greg has extensive experience in leadership and strategic planning. He led a successful turnaround of Edelman Worldwide’s Dallas office and founded his own marketing consultancy in 1994. Having worked with top companies like Bank of America, PepsiCo, and Sony, Greg specializes in conflict resolution and helping leaders achieve tangible, sustainable performance improvements. He’s written five leadership books, including *Accountability: The Key to Driving A High-Performance Culture*, and his upcoming book *Laughing Matters* will be released soon.

Greg’s Topics

Accountability is crucial for individual, team, and organizational success, yet it is one of the most misunderstood and misapplied concepts in business. Greg Bustin’s 10-year study of over 10,000 CEOs and key executives revealed that “lack of accountability” is the greatest barrier to high organizational performance. To provide fresh insights, Greg interviewed senior leaders from companies like Nucor, Sony, and Southwest Airlines, discovering that successful organizations view accountability as a support system, not a punishment. This workshop, based on Greg’s groundbreaking book, explores the Seven Pillars of Accountability and is customized for each group using an accountability assessment completed in advance.

Greg’s workshop challenges and inspires leaders by using historical events to illuminate courageous decision-making and provide valuable leadership lessons. Through short videos and insightful storytelling, Greg examines moments in history where bold decisions changed the course of events, such as Winston Churchill’s leadership during The Blitz or Steve Jobs’ rescue of Apple. Participants are invited to reflect on their own decision-making processes, with tools like the “Decision Grid” and lessons from history’s great leaders. This engaging session encourages deep reflection on leadership, combining rational and emotional decision-making strategies to improve today’s leadership practices.

Greg’s workshop on personal accountability invites rising leaders to explore three key questions: What do I stand for? What are my strengths? What do I want? By answering these, participants find their “sweet spot,” laying the foundation for true accountability. Unlike his other workshops, this session dives deep into personal reflection, helping young leaders commit to being accountable to themselves. The second part includes case studies and best practices from high-performing companies like Nucor, Sony, and Southwest Airlines, emphasizing how accountability can be a support system, not punishment. The workshop concludes with strategies on how to coach peers and others when commitments fall short, enhanced by an online accountability assessment.

Great achievements often begin with a question, yet most of us stop asking them around age 4. Greg Bustin, a former consultant and Vistage Master Chair, emphasizes that asking great questions is a valuable leadership skill that can transform conversations, enhance performance, and shift an organization’s culture. Through his experience, he’s learned that developing the patience and skill to ask questions, instead of providing all the answers, encourages problem-solving and empowers others. Leaders who master this art unlock new levels of success in their careers and relationships, showing that the right questions often lead to the best answers.

See Greg in Action!

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