Have a clear vision about where you want to go as an organization but finding it impossible to execute on the dream?  It could be that your strategy is not a good one.  Knowing where you want to go (remember that vision answers the where question) cannot overcome an insufficient or ineffective how.

What can be done about it?  Developing a good strategy is hard work, but is right at the heart of the matter if you really want to get to where you’re dreaming of going.  After all, "A good strategy allows a company to execute well.  On the other hand, excellent execution is impossible for a company with a poor strategy.  It’s a cause and effect relationship.  Good strategy is the cause.  Excellent execution is the effect (The Origin of Brands, p. 178-9)."

How do you develop a strategy that is effective?

  • Start with a clear understanding of where you’d like to go.
  • Begin with the end in mind and work back to where you are.  Working backwards will allow you to see what might need to happen first.
  • Identify the "first wins" that will begin to move you in the right direction.
  • Put in place the steps that will sustain the new trajectory.

Don’t be afraid to begin.  A key to developing effective strategy is to know that testing a new strategy is just part of the process.  If it does what you want it to do…good.  If it doesn’t…tweak it to correct the flaw.  Waiting on "ready, aim, fire" when "ready, fire, aim" will work slows down the implementation (if it doesn’t bring it to a complete halt!

Execution is Not a Strategy