Marketing Concept: Execution Means DO SOMETHING!
"No great deed is done by falterers who ask for certainty."
– George Eliot
"One must verify or expel his doubts, and convert them into the certainty of Yes or No."
– Thomas Carlyle
The importance of “execution” is a business and marketing concept that has gained a lot of currency. At its core, it's pretty simple...
Execution is just a big word for DO SOMETHING!!
In the old business world, the normal process for getting something done could be described as “Ready, Aim, Fire!” With the quality movement and the other management fads that came and went during the 1980’s and 1990’s, the process became a little more involved.
Perhaps “Aim, Ready, Aim, Fire!” could describe the resulting corporate mindset: Document everything you Do, and Do everything that you’ve Documented. That meant a lot of extra work and not much improvement in actual quality.
Then Tom Peters encouraged managers to adopt a new philosophy which he presented as “Ready, Fire, Aim” — execute on your ideas, and then refocus/refine later. Today, successful corporate and entrepreneurial leaders need to be innovative, brave, smart, and fast.
Perhaps our new motto needs to become “Fire, Fire, Fire, Fire!”
That means that “Ready” has to be built in - In the corporate world, it has to be built in to every department, every manager, every employee. In the startup and entrepreneurial world, "Ready" has to be built in to your venture - your ideas, your messaging, your services, your network.
"Ready" is the new status quo. And aiming is no longer a separate step.
Aiming is about creativity, scoping out the possibilities, and finding the next opportunity before the competition does. Part of being Ready is, in fact, to always be aiming!
This is the only way that “Fire, Fire, Fire, Fire!” is ever going to work without descending into havoc.
Yes or No? Fire!
What do you think? Leave your comment below and...
