ReaderSpeak is a new online feature in which Fast Company occasionally highlights the ideas and experiences of readers of the magazine and Web site -- online. If you'd like to explore the possibility of a column, essay, or story idea with a Fast Company editor, email us.
Anyone who has ever been involved in sales and marketing knows how important it is to identify and develop champions while working with prospective clients. But we often fail to use the same principles within our own organizations. The customer evangelism tenets developed by Ben McConnell and Jackie Huba can be applied internally to help develop early buy-in to employee-led change initiatives.
Execution Vs. Strategy
Execution will always be more important than strategy. Actions speak louder than words. A fair-to-middling strategy exceptionally executed will almost always yield better bottom-line results than a great strategy poorly executed. A great strategy never executed -- and it happens a lot more than any of us would like to admit -- is a lame exercise in futility.
Larry Bossidy and Ram Charan are right. So is John McKay. John McKay was the first coach of the Tampa Buccaneers. Like most expansion teams, the Bucs were terrible. Unlike the coaches of most expansion teams, John McKay had a track record as the highly successful coach of the USC Trojans. A sportswriter caught McKay right after a particularly ugly loss:
"Coach McKay... What do you think of your team's execution?"
"I'm in favor of it."
Just do it. Better yet, inspire others to Just Do It. The Brand Called Us is more than the sum total of many Brands Called You. The collective consciousness of an empowered, internally evangelizing, execution-focused organization is a force of nature, a strong tide that will raise all boats.
Mark Northern works as the business development manager for Next Knowledge Software. He is based in Chattanooga, Tennessee.
Email
Digg
StumbleUpon
Facebook
Buzz Up!
LinkedIn
