“The Strategy Trap is a refreshing antidote to the glossy strategy decks that go nowhere. Kevin Ertell brings a seasoned operator’s eye to the messy, often-overlooked reality of execution. He understands that strategy and execution are one continuous act, and shows how to align teams, shape decision-making, and foster a culture that actually delivers. Leaders focused on organizational effectiveness will find this an especially valuable companion on the journey to real results.”
Dr. Janet Sherlock, Founder & CEO, Org.Works; former Chief Digital & Technology Officer, Ralph Lauren
Many companies spend months developing detailed plans, only to watch them stall once execution begins.
In The Strategy Trap: Why Companies Fail at Execution and How to Get It Right, Kevin Ertell, a veteran operator with over 30 years of experience at companies including Nike and Sur La Table, examines why this breakdown happens so frequently.
The book examines how organizations function once the planning is complete and execution is underway.
Ertell introduces the Six Cs of Execution as a method for strengthening follow-through and accountability:
- Co-creation: involving teams early to ensure shared ownership.
- Clarity: defining expectations, roles, and outcomes.
- Capacity: ensuring resources and time match the scope of work.
- Communication: maintaining transparency across functions
- Coordination: aligning actions across teams and departments.
- Coaching: supporting continuous development and feedback.
Each area addresses friction points that often disrupt execution, such as unclear roles or siloed communication. The approach is structured to support work across different functions and organizational models.
Examples throughout the book show how leaders navigate the challenges of execution under pressure, including shifting priorities and unpredictable timelines.
To support stronger execution, the book provides methods for regaining traction and improving collaboration across departments. It also addresses how leadership practices can reduce reliance on day-to-day direction.
The Strategy Trap provides a methodical way to evaluate execution health and a set of repeatable practices for getting work over the finish line.
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