Set clear expectations so "I didn't know" dies

The problem

People get corrected for standards they never heard, so "I didn't know" keeps winning.

Steps

1. Write the standard in plain language
2. Show one live or recent example of good
3. Say who owns it, what done means, and when you will check
4. Have them repeat the standard back
5. Get a real verbal or written acknowledgement
6. Revisit it in huddles until it sticks
7. Coach misses against the written standard, not your mood