Strategy and Execution

In recent years there have been several books that assert that the key is implementation and not strategy. The fact is that you need both and one without the other will fail. The key is that the implementation and execution strategies and actions match the overall strategy. There are many illustrations of organizations have the right strategy, but the wrong implementation.

Case in point, airlines have spent billions of dollars to create "frequent flyer" programs. The intent was to create customer loyalty and improve their satisfaction. The strategy made sense, but the execution has not only negated the intent of the strategy, but it has even made customers angry. The October 17 Wall Street Journal article demonstrates the customer frustration and anger.

Success depends on having a realistic strategy and the ability execute it effectively. Airlines had the right idea, but have failed to make it happen. They must revisit this area and either make it consistent with creating loyal customers or admit they can't do it and abort the idea.