It means you can't hide behind excuses. If for example theres a problem with a vendor shipping components for a product line you're a VP for, it means you're responsible. It means the only acceptible answer is that you found a new supplier and we got the product out on time. Not 'we're late because our manufacturer couldn't hold up their end of the deal'. It's a great philosophy, to my mind it's what defines a true manager in any org. If only AT&T implemented it too.