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): Why? the brand. What are the business goals? Develop strategy to accomplish goals. Develop the framework, recipe, and tactics. Execute, measure, and learn.