Category: Strategy

• Execution doesn’t always equal alignment. It’s coordination across units.

• Execution doesn’t mean stick to the plan. It’s continuous, disciplined reallocation.

• Communication doesn’t equal understanding. Simple, consistent communication does.

• Performance culture doesn’t drive execution. It’s the right behaviors that fuel execution.

• Execution isn’t driven from the top. It happens in the trenches.

The process has to be complete and rigorous.

Here’s my process for digital marketing (at a high level):

1. Why? the brand.
2. What are the business goals?
3. Develop strategy to accomplish goals.
4. Develop the framework, recipe, and tactics.
5. Execute, measure, and learn.