Gain and Keep Leadership Commitment
... Strategy is 10% vision and 90% execution. ...
—Percy Barnevik, 1998 [107]
A good definition of a company’s strategic direction and balanced scorecard, and achieving a collective agreement by the leadership team, is just the tip of the iceberg. Whether this remains a corporate slogan (also known as feel-good statements, fluff, greenwash, or hot air) or turns into reality lies in its execution—launching the new initiatives, communicating the strategy throughout the company, providing the relevant resources, making strategic choices and trade-offs, aligning the capabilities to take action, implementing projects, monitoring the actions, and applying corrections to achieve the intended outcome.
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