Strategy Execution

Hey there, ambitious business leaders – Ready to learn some practical distinctions and fine points of strategic execution?

Strategy Execution: Win through Implementation

Contents

  • What successful strategic execution looks like, what does it mean to “execute strategy”
  • The most common places that executives fails with deploying strategic initiatives
  • Case studies of lessons learned from executives who have stumbled, reflected, and improved on executing strategy
  • Tools that improve your chances of successful strategy execution
  • Ideas for succeeding with strategy execution
  • What to do as a new executive to avoid repeating strategy execution mistakes
  • How to revive a company culture that is mired in a low level of success with executing strategy
  • The best way to plan for effective strategy execution

Make your company culture attractive to high performers or risk losing them to someone who does.

The difference between peak performance and high performance: sustainability and consistency.

Recognizing Successful Strategy Execution

What successful strategic execution looks like and what  it means to “execute strategy”

Execution is the result of thousands of decisions made every day by employees acting according to the information they have and their own self-interest.

When strategy is being executed well:

Everyone has a good idea of the decisions and actions for which he or she is responsible. Important information about the competitive environment gets to headquarters quickly. Once made, decisions are rarely second-guessed. Information flows freely across organizational boundaries. Field and line employees usually have the information they need to understand the bottom-line impact of their day-to-day choices.

It is personally rewarding because:

Successful strategy execution enables leaders and team members to sharpen focus. It forces a discipline to keep it simple so that you decide what is most important – the one activity that most directly helps you execute your plan.

Also, people who are clear on their role in executing strategy have an easier time knowing when to say "no."


Why Managers & Executives Fail at Strategy

The 2 big Pitfalls of why Managers and Executives fail at Strategy are because A) it can be hard and unexciting to implement strategy, but also because B) they feel as if it's beneath them...which it definitely is not.

It's hard and unexciting (non-sexy)

Measuring, tracking, and communicating is not nearly as fun as doing a deal or creating something new.

If you are not happy with how fast and predictably your organization can execute on your goals and commitments, brace yourself for some hard and boring, and look to these four [above]ideas to get you back on track.

They feel like it's beneath them

It’s not worth their brilliant time to focus on.

They view strategy implementation as a low level job for other, less important, less strategic people to deal with when it requires a great deal of skill and determination to direct operations to execute a strategy well. 

Quick Checklist for Effective Strategy Implementation

  • Execution requires time and energy – too busy on current work to implement?
  • Execution means changes. Action can causes conflict & unprepared to resolve it. Are you prepared for them?  
  • Execution requires measures and consequences. Do you have accountability?
  • Execution requires steady communication from the top. Do you have alignment and support?

Top 5 Biggest and Most Damaging Myths about Strategy Execution

Myth 1: Execution Equals Alignment

When managers cannot rely on colleagues in other functions and units, they compensate with a host of dysfunctional behaviors that undermine execution: They duplicate effort, let promises to customers slip, delay their deliverables, or pass up attractive opportunities.

Myth 2: Execution Means Sticking to the Plan

Reallocation: Instead of focusing on resource allocation, with its connotation of one-off choices, managers should concentrate on the fluid reallocation of funds, people, and attention. 

Knowing when to move on: Eight in 10 managers say their companies fail to exit declining businesses or to kill unsuccessful initiatives quickly enough. Failure to exit undermines execution in an obvious way, by wasting resources that could be redeployed.

Myth 3: Communication Equals Understanding

Just over half of all top team members say they have a clear sense of how major priorities and initiatives fit together. It’s pretty dire when half the C-suite cannot connect the dots between strategic priorities, but matters are even worse elsewhere.

Part of the problem is that executives measure communication in terms of inputs (the number of emails sent or town halls hosted) rather than by the only metric that actually counts — how well key leaders understand what’s communicated.

Myth 4: A Performance Culture Drives Execution

Past performance is two or three times more likely than a track record of collaboration to be rewarded with a promotion.

An excessive emphasis on performance can impair execution in another subtle but important way. If managers believe that hitting their numbers overrides all other priorities, then they tend to make conservative performance commitments.

Myth 5: Execution Should Be Driven from the Top

Concentrating power at the top may boost performance in the short term, but it degrades an organization’s capacity to execute over the long run.

In large, complex organizations, execution lives and dies with a group we call “distributed leaders,” which includes not only middle managers who run critical businesses and functions but also technical and domain experts who occupy key spots in the informal networks that get things done.

Case studies of lessons learned from executives who have stumbled, reflected, and improved on executing strategy

What can we learn from executives who have stumbled, reflected, and improved on executing strategy?

Case Study 1:
Gerstner's IBM Charge

IBM: When Lou Gerstner took over the reins of the troubled company in 1993, he famously declared, “The last thing IBM needs right now is a vision.”

This was widely interpreted as a statement that execution would be the priority and strategy would take a backseat, at least while Gerstner was busy turning around the company.

But he went on to redefine IBM’s business boundaries (from computer hardware to hardware, software, and services), value proposition (from best products to corporate solutions), and essential capabilities (for example, from selling to the IT department to selling to the C-suite). 

In other words, he focused on the strategic five—not the corporate five—to make his elephant dance.

Case Study 2:
Schutlz's Starbucks Turnaround

Starbucks: In early 2007, Schultz wrote a memo to then-CEO Jim Donald about the company's slow demise, which was later leaked to the media.

A few months later, the board ousted Donald and brought Schultz back in.

Beginning in the depths of the recession, the turnaround took two years. Today, Starbucks has more than $10 billion in revenue and employs 150,000.


Tools that improve your chances of successful strategy execution

The Keys to Good Execution

If strategy is deciding what to do, execution is all about making it happen. It’s the follow through. The main requirements for successful execution are:

  • Clear goals for everyone in the organization, that are supportive of the overall strategy
  • A means of measuring progress toward those goals on a regular basis
  • Clear accountability for that progress.

Strategy without execution is hallucination 

(While this statement is meant to be provocative, it arose from first-hand conversations and observations.)
To improve your company's execution success, follow these 4 Disciplines:

  • Discipline 1: Focus on the Wildly Important - The more you fill your plate, the less you will actually accomplish.
  • Discipline 2: Act on the Lead Measures - If you take many actions, it is certain that only a few from the bunch are going to have a greater impact.
  • Discipline 3: Keep a Compelling Scoreboard - In order to really get your employees engaged in what they are doing, get them to keep score.
  • Discipline 4: Create a Cadence of Accountability - This discipline is where execution really takes place.

Best 20 quotes for succeeding with strategy execution

Good execution requires having a systematic way of exposing reality and acting on it. ~ Larry Bossidy and Ram Charan

However beautiful the strategy, you should occasionally look at the results. ~Sir Winston Churchill

Building a visionary company requires one percent vision and 99 percent alignment. ~Jim Collins and Jerry Porras, Built to Last

Strategy execution is the responsibility that makes or breaks executives.” ~Alan Branche and Sam Bodley-Scott, Implementation

Execution is a specific set of behaviors and techniques that companies need to master in order to have competitive advantage. It’s a discipline of its own. ~Ram Charan and Larry Bossidy, Execution

Plans are only good intentions unless they immediately degenerate into hard work. ~Peter Drucker

Good business leaders create a vision, articulate the vision, passionately own the vision, and relentlessly drive it to completion. ~Jack Welch

The essence of strategy is choosing what not to do.~Michael Porter

Strategy without tactics is the slowest route to victory, tactics without strategy is the noise before defeat. ~Sun Tsu

Persistence is what makes the impossible possible, the possible likely, and the likely definite.~Robert Half

There is nothing so useless as doing efficiently that which should not be done at all. ~Peter Drucker

Any intelligent fool can make things bigger and more complex. It takes a touch of genius – and a lot of courage – to move in the opposite direction. ~Albert Einstein

In life, as in football, you won’t go far unless you know where the goalposts are. ~Arnold H. Glasgow

Like a human being, a company has to have an internal communication mechanism, a ‘nervous system’, to coordinate its actions. ~Bill Gates

Strategy is a pattern in a stream of decisions. ~Henry Mintzberg

Strategy is thinking about a choice and choosing to stick with your thinking. ~Jeroen De Flander

Sound strategy starts with having the right goal. ~Michael Porter

What do you want to achieve or avoid? The answers to this question are objectives. How will you go about achieving your desired results? The answer to this you can call strategy. ~ William E. Rothschild

In McKinsey's world, all of life is one of two things: strategy or organization. ~Tom Peters

The company without a strategy is willing to try anything. ~ Michael Porter

What to do as a new executive to avoid repeating strategy execution mistakes

How to be a Leader who is both good at Strategy and Execution

  • Commit to an identity. As a leader, you can become a symbolic figure, a model of commitment. You have something powerful to sell: a message about identity and the need to stay with that identity over time.
  • Translate the strategic into the everyday. Although you occupy a top executive position, you also “get your hands in the mud,” as Starbucks CEO Howard Schultz puts it in his book Pour Your Heart into It.
  • Put your culture to work. As a leader, you are infused with your company’s culture. You are a primary champion of emotional commitment.
  • Cut costs to grow stronger. Your company consistently allocates its resources with an eye toward strategic priorities.
  • Shape the future. As a leader, you are one of the first to experience the constant challenge of external change. You can muster the fortitude (and humility) to recognize when change in yourself is required.

How to revive a company culture that is mired in a low level of success with executing strategy

What Strategy Execution Unravels and What to do about it

The most pressing problem with many corporate cultures, however, is that they fail to foster the coordination that, as we’ve discussed, is essential to execution. Companies consistently get this wrong.

When it comes to hires, promotions, and non-financial recognition, past performance is two or three times more likely than a track record of collaboration to be rewarded. Performance is critical, of course, but if it comes at the expense of coordination, it can undermine execution.

Organizational Change: Avoid ‘The Spreadsheet Mentality'

If the strategy is set up the top dogs, but then each silo and each middle manager is telling their people “No no, do this,” that leads to a ****** work culture. No one wants to come to work every day when they’re working on no-ROI deliverables.

Brief thought challenge for you: if you could make $120,000/year but came to work and did nothing of importance, would you?

What if the other option was $80,000/year where you felt really good about your accomplishments?

A lot of people would take the latter.

When we fail to align strategy with day-to-day work, we create a bad work culture.

The Leadership X-Factor that can Fix any Business

If you want to make progress on culture, stop creating a false premise that strategy and culture are in competition with one another.

Refuse to engage in the strategy versus culture debate.

It’s not strategy or culture, but strategy and culture.

Clearly culture should be a core element of strategy, and while it’s important to understand that the vision for culture might be set by the tone at the top, the best cultures are not mandated or imposed on people, they are co-created by the people – people are the culture. But for the people there are no products, services, systems, processes, platforms, etc.

The best way to plan for effective strategy execution

4 Steps to Successful Execution of a Strategy

  • Set clear priorities
  • Collect and analyze data
  • Keep a rhythm to meetings
  • Evaluate the strategy

5 Steps to a Strategic Plan

  1. Determine where you are. - For an accurate picture of where your business is, conduct external and internal audits to get a clear understanding of the marketplace, the competitive environment, and your organization’s competencies (your real—not perceived—competencies).
  2. Identify what’s important. - This sets the direction of the enterprise over the long term and clearly defines the mission (markets, customers, products, etc.) and vision (conceptualization of what your organization’s future should or could be).
  3. Define what you must achieve.
  4. Determine who is accountable.
  5. Review. Review. Review. It’s not over. It’s never over. To ensure the plan performs as designed, you must hold regularly scheduled formal reviews of the process and refine as necessary

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