THE NON-OBVIOUS SHOW · EPISODE 71

How To Avoid the Strategy Trap In Business

with Kevin Ertell

Episode 71 · March 31, 2026 · 35 min

In this episode, we explore the nuanced relationship between strategy and execution in business, through the lens of Kevin Ertell, a seasoned executive with over 30 years of experience. Learn why execution often gets overlooked and how to embed it into your company's culture for real impact. This episode offers actionable frameworks and stories from top companies to help you move from planning to results effectively.

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Episode Summary

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Key Takeaways

01The "Monkey Cage" problem-solving technique for identifying root problems before solutioning
02The "strategy trap": why companies often focus on strategy for its glamour and neglect execution
03The "six Cs" framework for effective execution: Co-creation, Clarity, Capacity, Communication, Coordination, Coaching
04The importance of early problem alignment and involving front-line teams in execution
05Stories from Nike, Borders, and Tower Records illustrating successful and failed execution efforts
06How organizational structure and accountability charts influence execution roles
07The challenges of the conventional business wisdom that prioritizes prep over action
08Practical prioritization methods, including the bucket and constraint techniques
09The role of experience and storytelling in improving execution
10The significance of communication, clarity, and human factors in achieving success

What We Cover

0:00Monkey Cage Session
0:55Strategy Trap Intro
3:12Importance of Execution
7:35Six Cs of Execution
11:12Success & Failure Stories
20:48Experience in Execution
22:32Business Challenges
28:31IKEA Effect
30:25Prioritization Tips
33:08Communication Key

About The Guest

Kevin Ertell

Author of The Strategy Trap; retail executive

Kevin Ertell is founder and CEO of Mistere Advisory and author of The Strategy Trap: Why Companies Fail at Execution and How to Get It Right. He spent three decades as a retail executive at Nike, Borders, Sur La Table and Tower Records.

mistereadvisory.com ↗