Most firms don’t fail because of poor strategy. They fail because of poor execution.
Ask any managing partner or director what their firm's goals are, and you’ll likely hear something about growth, market share, or profitability. But ask their team the same question, and the answers often vary - or worse, they draw a blank.
That’s not a people problem. That’s a clarity problem.
And when there’s no shared vision, there’s no alignment. And without alignment, execution becomes chaotic, inconsistent, or stalled altogether.
Imagine setting out to climb a mountain without a map - or worse, without telling your team where the summit is. That’s how many firms operate: chasing revenue in the hope that it will eventually lead to the right destination.
But making money isn’t a strategy, and it’s certainly not a vision.
As John Sanei and Erik Krüger write in Expansive: “Clarity is mastery.”
In our experience, most firms:
- Struggle to articulate a long-term vision
- Operate in reactive mode, not strategic mode
- Assume the team “knows what to do” without ever being shown the bigger picture
This lack of clarity turns strategy into theory. You may be moving - but you’re not making meaningful progress.
Take Reinhold Messner, the legendary mountaineer who became the first to summit all 14 eight-thousanders without supplemental oxygen. He didn’t succeed because he followed the rules. He succeeded because he had a clear, unconventional vision - and every step he took was aligned to that vision.
In business, clarity is your compass. Alignment is your oxygen.
Execution doesn’t happen just because you’ve had a strategy meeting. It happens when:
- Your team understands the destination
- They’re emotionally connected to the mission
- They know how their role drives progress
When everyone is pulling in the same direction, execution becomes fluid - even in challenging conditions.
You don’t summit a mountain by standing at basecamp perfecting your route.
And yet, many firms do exactly that:
- Endless planning cycles
- Detailed decks that never see the light of day
- Waiting for the "perfect time" to begin
But strategy doesn’t come to life through planning-it comes to life through execution. And execution doesn’t wait for perfection.
You don’t think your way into clarity. You act your way into it.
Here’s how firms can break free from overplanning and start making progress:
1. Start With What You Have
Waiting for perfect conditions is a trap. Use the people, tools, and time you have-then adapt as you go.
2. Build Coherent Action
Activity doesn’t equal progress. Focus on the right actions-those that directly align with your firm’s long-term goals.
3. Measure, Reflect, Realign
Execution is a loop. Schedule regular check-ins. Track what’s working. Adjust without derailing. Progress is built via actions, not stalling tactics or procrastination.
Before pushing your team for better performance, ask yourself:
- Have I clearly defined where we’re going?
- Have I communicated that vision consistently?
- Are we taking strategic action-or just staying busy?
- What’s one initiative we’ve planned but haven’t started?
- What small step can we take today with what we already have?
Strategy only works when you execute.
And execution only works when your team is:
- Clear on the vision,
- Aligned in purpose,
- And brave enough to take imperfect, yet consistent action.
Don’t wait for the perfect plan. It rarely comes.
Choose progress over perfection. Start now. Stay aligned. Adjust as you go.
Your summit isn’t waiting.
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