Well is it? Is strategy execution losing its juice? I certainly think that it is in great danger of doing so and one of the reasons for this is because strategies are being smothered by creeping conservatism. Strategies seem to have morphed into the 'annual budget process' where numbers rule and creativity is for the foolhardy.
When exactly this 'conservatism' began to vester, I am not sure - but it was probably when companies stopped employing real leaders to fill its ranks and decided instead to focus on short term numbers. It probably started when companies were driven by pleasing its Board of Directors rather than its customers. It probably started when those in leadership roles felt it necessary to lock themselves away in their corner offices rather than visit their customers in the real world. Well, ladies and gentlemen - this orange has been squeezed dry. If we are to get fresh juice, we need to look elsewhere. We need to break from conservatism, we need to be creative. We need to step back from past practices and ask 'what do we need to do differently?'
Don't get me wrong - there are many, many companies out there whose approach to strategy and strategy execution is both refreshing and creative. These are the companies that are bucking the trend. These are the companies who have continued to grow despite the gloom. And would you believe it - these are the companies whose employees are engaged, passionate, and enthused. I don't believe strategy is a science - it is an art. Sun Tzu's classic was not called 'The Science of War' but 'The Art of War', and yet our business schools are trying to make strategy a 'science' by defining what is and isn't a good strategy by a common set of rules.
I ask you - no - I beg you - take a look at your strategy and ask yourself 'where's the juice? Is it creative or is it a little too conservative?'
Yours in execution.
ian
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