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!