managers often confuse a strategy’s design with its execution. Recognizing the difference between these two will have a major and positive impact... Strategy design involves detailing positions to take on ... strategic factors... decision criteria used by key stakeholders... the position that, for instance, Ford or Toyota as a company takes to woo customers...
must take place at the organization level ...executive teams struggle with strategy design ... don’t adopt organization-level thinking at the start. They rush to execution ... the cart gets put before the horse...[because] the organization is “drowning in things to do”...
underpinning the essential difference between strategy design and execution is level of analysis... Strategy design operates at the organization level. Strategy execution operates at the individual level.
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