It's the execution, dummy

Companies pay handsomely to hire gurus to deliver the next big strategy, or, occasionally research that their high paid gurus will then turn into the next big strategy. Organizations will literally devote months, sometimes years, in this quest for the holy grail, as if there is only one true path to success, one right way to beat their P&L targets. And all too often there are marketing charlatans waiting around every corner acting like the smartest people on earth, claiming to hold the secrets to success, the knowledge of the right way forward. If only they would move the current crop of marketing bozos out of the way and tap them for the real answers.

Now don't get me wrong, it's important to know -- to internalize -- your strategic roadmap. How are you going to make the most money today, and how are you going to set up your organization to make even more money tomorrow? Core strengths, consumer mindsets, marketplace positioning, competitive battlegrounds -- indeed, vital stuff, without which an organization would drift directionless into a sea of irrelevance and failure. This post isn't trying to diminish the importance of these things.

But one of the primary observations I have made in my career thus far is the following: there is an abundance of smart strategies in the marketplace today, but a dearth of people with the ability to properly execute them. In other words, far too often there is no longstanding connection between the strategy or brand positioning they slaved over for 6 months and the actions they take in the marketplace ...creative development, pricing plan, media mix, communications approach, customer experience -- something gets mangled or disconnected in the end. Why? Because too many organizations are enamored with superior strategies instead of superior execution. The day in and day out focus -- the coordination -- the commitment of seeing it through to nitty gritty perfection, as if your next meal depended on it, isn't there.

Let's face it, organizations are just like people. You can take your life in a number of directions, and strive to be anything you want to be. But ask yourself this: How many friends or associates or family members do you know that go through life declaring goals, priorities, missions, plans, yet never end up doing jack to follow up on them in any meaningful, sustaining way? They talk the talk, and you love them, but you just know, dollars to doughnuts, they'll eventually be distracted by the grind of their lives and forget all about it. Now let me ask you, how many folks do you know that lay down a goal or mission or priority and actually see it through, with 100% effort and focus, whether people are paying attention or not, to it's most successful, sustained implementation? Yep, we all know both types of people, but it's the latter group, the shining, distinguished minority, that set themselves apart from the gaggle of dreamers.

Alright, so my point? My point is, there are several paths most companies can take to success, so go ahead and pick one already and spend the rest of your time -- your blood, sweat and tears -- outworking your competition with superior execution. Make everything you do sharper, more consistent, highly coordinated... in a way, almost more predictable in this one sense -- in its relentless cohesion with your organization's strategy for making more money today, tomorrow and forever. Get everybody on board with the direction (and for everyone "not on board," get them far out the way), and play out every gritty detail to synchronic perfection... and it will almost be impossible to lose, because your competition will be too focused on laying the groundwork for their next big strategy.