Strategy vs. execution: It’s a chicken & egg thing (Part II)

I think the link between strategy and execution is so interesting. What I’ve found particularly interesting over the past week, and much longer if I really think about it, is that it’s difficult to find examples of stellar execution of a weak or uninspiring strategy.

Why? Well - and this is strictly my opinion - my gut tells me that great strategy is just that much sexier than great execution. Agree?

To continue using the architect and builder concept from Part I, let’s consider this: Imagine that your architect comes up with a cube – no, no... nothing fancy, JUST. A. CUBE. Well, honey, you can get the most amazing, safest, quickest, most efficient builder in the world and what do you get. STILL. JUST. A. CUBE.

So, I got to thinking – how do you demonstrate this? And, I got to solving... how ‘bout a little T-dot (aka Toronto) controversy?

Recognize the building in the pic up there? If for no other reason, I would hope most of you Torontonians (or GTA-residents) would recognize it from newspapers: It’s the Michael Lee Chin ROM Crystal (Royal Ontario Museum). The design is from a Polish-born, US architect: Daniel Libeskind. According to Libeskind himself:

"Why should one expect the new addition to the ROM to be 'business as usual'? Architecture in our time is no longer an introvert's business. On the contrary, the creation of communicative, stunning and unexpected architecture signals a bold re-awakening of the civic life of the museum and the city."

- Daniel Libeskind

An absolutely robust structure gracing one of Toronto's most revered neighbourhoods (edge of Yorkville), the new face of one of Toronto’s (heck, one of the world’s) most prestigious museums. So, what do you think?

Well, according to VirtualTourist.com, the ROM Crystal is the 8th Ugliest Building in the World. I’ve also heard lots of fodder from my fellow GTA-ers that the ROM is a real eye-sore, clashing so badly with the previous heritage building that was the face of the ROM. I think it’s fair to say, based on these reviews, that this is a pretty solid demonstration of how great execution will not save a poor strategy. (And, sadly – even if you thought this was a great piece of architecture, a great vision, a great strategy, the groundswell of negativity – the perception – is enough to make the strategy look like it failed. And, we all know: perception is reality. Just a note, though - the building itself is a pretty impressive feat of mechanical structure!

I propose, therefore, that like architecture, marketing is both an art and a science – requiring both to succeed: Will great execution in the art of marketing save poor strategy? Can an awesome strategy stand proud through poor execution?

To all my marketing peeps, this is one of those clichés that is irrefutable: “Great Strategy + Great Execution” is the ONLY way to have GREAT MARKETING.

I’d love to hear your thoughts on the subject…

When life gives you lemons, make lemonade!

Strategy vs. execution: It’s a chicken & egg thing (Part I)

World-renowned builders have often said that anyone’s design can (and probably will) fail if it isn’t built properly. A statement also known as: good strategy dies with poor execution. On the other hand, many-a world-class architect will be more than happy to explain that if builders don’t have an inspiring design to work with, the results will be less than stellar. In this latter comment, essentially, we can see that great execution can’t deliver much without some sort of vision or strategy. Do you agree?

So, here’s the question: which is more important – strategy or execution? The answer: both!

A great historical personality will help me demonstrate, Part I - How great strategy dies with poor execution: Gustave Eiffel (1832-1923). If his name sounds familiar, it’s because he was the engineer behind the Eiffel Tower itself. Eiffel was an extremely ingenious and creative metalwork engineer who inspired vision within his own organization. His vision led to the building, with stellar execution, of many bridges and buildings across Europe. In fact, Eiffel and his company won awards, accolades and renown for creative and visionary design and outstanding execution. Such successes include both the (not-so-surprising) Eiffel Tower itself, and the (perhaps-a-little-surprising) structure inside the Statue of Liberty. The building of the Eiffel Tower, for example, was an extremely dangerous proposition for the approximately 300 workers who joined in; but thanks to Eiffel’s safety precautions, only 1 worker didn’t survive the 2-year building endeavour.

Clearly, Gustave Eiffel was a great visionary and strategist, able to surround himself with outstanding “builders”. The result: creative design that stood out for their times and for ours, historical monuments with deep cultural meaning and structure to outlast time and the elements.

In a less than shining moment, however, this unparalleled (for his time) strategist, visionary and builder, ended his career due – in large part – to poor execution. In 1887, Eiffel agreed to build the Panama Canal locks. Poor planning and execution – not just of the building, but of the entire project management – landed Eiffel in court, in prison and then released. His reputation damaged so badly, Eiffel ended his engineering work, and we will never know what could have been.

This was the biggest contract in his entire career in business, and also the one with the greatest risk. Given the risk he faced, he was granted major financial advantages and solid guarantees, which allowed him to collect his profit as soon as the work was begun. Despite the care which Eiffel took in the project, the liquidation of the canal construction company, Compagnie du Canal, on February 4 1889, led to his own indictment for fraud alongside De Lesseps and his son, and to a sentence of two years in prison and a fine of 2000 francs, even though nothing could really be blamed on him personally. With his honour and dignity severely compromised, he withdrew from business. The ruling was later to be annulled by the highest appeal court, the Cour de Cassation, liberating him of all obligations concerning the accusations, which put an end to any further court action against him.

Source: La Tour Eiffel – the Official Site

There is no doubt here that great strategy dies with poor execution...

Stay tuned... Part II will explore how bad strategy cannot live with great execution; nor can great execution deliver strategy where there was none.

When life gives you lemons, make lemonade!

Lest we forget

I am one of THOSE people. One of the cheesy people who, on a day like Remembrance Day, tries to learn one more piece of history (usually Canadian, because I am) about what war time(s) was (were) like – and, in particular WWI and WWII.

Personally, my family tree was touched by the war – as, essentially, everyone’s was. My grandparents were Eastern European Jews who left before it got crazy, but none-the-less, who I’m sure saw more and heard more than they wanted to hear and see. My grandfather, while in Canada, even enlisted to go to the front in WWII, but was refused due to the results of his physical. He was quite saddened by this – noting that some of his friends would go, many would never come back, and he would not have the chance to be by their side. (Though, selfishly, I must admit, I’m glad he didn’t...)

In the spring of 2000, I met Grant McCrae – son of John (

In Flander’s Field), and one of the pioneers of the Memory Project. It was a real honour to meet Grant and hear some of his stories. I recall Grant telling me about leading his team on a reconnaissance mission behind enemy lines, over Germany. They were shot down and taken prisoner. Yes – Grant was a POW; and a lucky one – he’s alive today to tell his story. When we met, Canada’s “Tomb of the Unknown Soldier” was announced, and would soon be placed alongside the Cenotaph in Ottawa, ON (at Elgin and Wellington). Grant was going to be present at the arrival of the soldier. He said: “When we were shot down, it was the last time I saw my best friend; this soldier will represent him for me.” (Yes, there were tears.)

Today, though we still fight wars to protect freedoms, we always remember on the 11th day of the 11th month, at the 11th hour. We remember brave men and women who died to protect our freedoms, and the freedoms taken away from others. Lest we forget.

We were given a gift – at a time when most of us were not even born yet... I know it’s corny to quote a movie, but those of you who may remember part of the closing scene in

Saving Private Ryan; let’s earn it.

When life gives you lemons, make lemonade

It’s a real pleasure to be able to get back to blogging and (re)joining the social media space… It’s a place I’ve grown to enjoy. And, what makes this evening’s blog post a little more enjoyable is that I am firmly ensconced in my new living room, looking out to one of the most stunning new condo buildings gracing the Mississauga (Ontario) skyline and a sea of lights against the night sky. On a clear day (doesn’t even have to be that clear), I can see the Niagara Escarpment. We just moved back to Mississauga’s City Centre, and I must admit – we love it!

So, what does any of that have to do with marketing and branding? Well, what I discovered on my journey to move back to condo living is that real estate for condos (and overall) marketing and branding has got to be an amazingly fun, creative gig! Check some of these out (focused on the Toronto, Ontario area – only because that’s where I live):

• Merci, Le Condominium (Daniels’ Corporation)
• Ice Condominiums (Lanterra Developments & Cadillac Fairview)
• California Condominiums (Camrost Developments)

Here’s where I get a little hiccup… This is about someone’s home. Do all these developers and all their buildings REALLY deliver all those amazing things they promise? Luxury, accessibility, amenities… that feeling of “wow”. Maybe some do, maybe some don’t – and that is exactly what I am concerned about.

If you’re making promises about someone’s future home, and you don’t deliver – then what? What’s the recourse? And do you, as a builder even care?

Here’s how it might go:

The purchaser checks out an absolutely amazing condo marketing campaign and decides: “Hey, let’s check it out”. They get blown away by amazing customer service at the showroom (not to mention the luxurious environment and possibly the glass of champagne they just received). “OK, let’s do it!”

The purchaser puts down a portion of a down payment. The balance owing is due at “ground break”, which is when? Well, that all depends – but, in most cases, it’s when the builder has sold at least 75% of the units… and, THAT could take a while, depending on the market.

Fast-forward to moving in --> In some cases, the purchaser will have a nifty little welcome package but that may very well be the last you hear about or from the builder. Now, if the builder did their job right, that’s perfectly fine. But if not – the purchaser has just invested in their home and will very possibly face disappointment. NOT a feeling you wish to encounter upon taking possession of your (promised-to-be-luxurious-and-perfect) abode.

For the record, we LOVE the building we’re in; but the “getting here” was a nightmare!

This is a message to all you builders out there: Not only do you need to deliver the building and all its amenities as luxuriously and well-built as you promised, but you should also consider the partners you’re aligning yourself with. Think about the property manager, rental manager and real estate brokers YOU hire to make the “experience” complete. An experience, in any industry, is a full portfolio of contact points between YOU and your customers, your fans. Each part of the experience is inevitably a reflection on you; too many bad impressions lead to bad reviews. In these times of instant access to the world, my recommendation is steer clear of bad reviews!

Yes, I know that as a builder, you don’t have complete control over every single point of contact that the future owners will have with your building. I think most people know this… but, where it is possible to enhance the long term experience, do it!

This goes back to some basics of marketing: Happy customers will promote you, and will likely repurchase from you. Unhappy customers will tell all their friends and families (and in the world of social media – they’ll also tell EVERYONE ELSE). Your “secret weapon” – in the world of social media, the happy customer tells everyone else too! Leverage it…

BUILDERS – Remember, that while you are trying to (and most likely will) hit your bottom line, you are selling HOMES. Deliver on your promises!

When life gives you lemons, make lemonade!

Special thanks to kleach photography for providing the photo