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DownloadHow do you translate strategy into results? Execution is both an organizational culture and a specific set of behaviors. Leaders must be hands-on and intensively involved with three core interlinked processes -the people process, the strategy process and the operations process.
In Execution: The Discipline of Getting Things Done, authors Ram Charan and former Honeywell CEO Larry Bossidy share leadership strategies about how to hire doers that energize others, make decisions quickly, get things done through delegation and follow through. Business leaders who understand the reality of markets, customers and resources must own the strategy process and use the operations process to design new programs and tie performance to incentives. These three core processes are the foundation of competitive advantage.
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Execution requires leaders to be hands-on and intensively involved with their people and organizations. They must put vital leadership behaviors in place and create a culture of execution to run the core processes effectively. In this way, execution is a systematic way to expose reality and act on it.
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Here are seven things you must do to execute:
Efforts at cultural change fail because they are not linked to business outcomes. Usually, values don't need to be changed. Instead, work to change the limiting beliefs that affect behavior. Behaviors are beliefs turned into actions. Behaviors deliver results.
Beliefs are conditioned by experience, what people hear inside and outside the organization, and perceptions about their leaders. If employees believe that those who perform less will gain the same rewards, they will be unmotivated and work poorly.
Four steps to a culture of execution
There are four steps to create a culture of execution.
Link rewards to performance
A business culture ultimately tells the people in the organization what kinds of behaviors are valued and rewarded. The compensation system must reward not just substantial achievement on numbers but also desirable behaviors that people adopt.
Social operating mechanisms
A vital part of the organizational software is ""Social Operating Mechanisms,"" which include any place where dialogue occurs in an organization. Social Operating Mechanisms could be formal or informal meetings, emails, presentations etc.
Social Operating Mechanisms cut across functions, disciplines, work processes and hierarchies. They create new information flows, working relationships and improve transparency and collective action. Social Operating Mechanisms are critical to share the leader's behaviors, beliefs and mode of dialogue throughout the organization. Other leaders who are present adopt these as their mode of operation
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Robust dialogue
These candid and open dialogues improve the organization's ability to gather information, process it and make decisions. Informality encourages questions, helps colleagues take risks and surfaces out-of-the-box ideas.
The best long-term competitive differentiator is the quality of an organization's talent pool. Leaders need to spend up to 40% of their time and emotional energy in the selection, appraisal and development of people. While a CEO may not interview every leadership candidate, employees will follow the standard set by the CEO for hires across the organization.
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What Kind of People to Hire: You can spot the doers by their work habits. Here are qualities to look for in candidates:
Energize People: Some leaders drain energy from people while others create it. Hire candidates who energize their fellow employees.
Be Decisive on Tough Issues: Some candidates waver, procrastinate and avoid reality. Choose candidates with the emotional fortitude to decide on complex issues swiftly and act on them.
Get Things Done Through Others: Without this ability, leaders cannot get the full benefit of the team's capabilities. Leaders who cannot get work done through others put in 80-hour weeks and push their team to do the same. If a candidate cannot get things done through others, they are sure to burn out.
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Follow Through: Every leader who is good at executing follows through religiously. Follow through ensures that people do the thing they have committed to do on time. Never finish a meeting without follow-throughs.
The people process is more important than the strategy or operations process. People make market judgments, create strategies and translate them into operational realities. A people process accurately evaluates individuals, provides a framework to identify and develop leadership talent and creates a leadership pipeline that builds a strong succession plan. There are four building blocks to a robust people's process.
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Link people to strategy and operations
Leaders must have the correct numbers and kinds of people to execute their strategy. The people's process must be linked to strategic milestones in the near (0-2 years), mid (2-5 years), and long-term. These milestones must also be linked to operational targets to understand what new talent to hire and what capabilities to develop.
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Develop leadership principles
A pipeline of promotable leaders is essential to meet mid and long-term targets. The people's process must assess candidates and decide what they need to do to become ready for leadership responsibilities.
The Leadership Assessment Summary is a matrix with performance and behavior as axes, both with a scale of low, medium and high. The Leadership Assessment Summary gives an overview of candidates who are high-potential and promotable. Similarly, it shows those who exceed performance standards but need coaching on behavior and vice-versa.
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Retention risk analysis evaluates a person's potential for mobility and the organization's risk if they leave. If a candidate is both high mobility and critical to the future of the business, the organization will take actions like recognitions and rewards to retain them.
Succession depth analysis evaluates if the company has the talent pipeline to fill critical positions. It also evaluates if high-potential people are stuck in the wrong jobs.
Retention and success at GE
In the mid-1990s, when GE was widely seen as the best producer of leadership talent, every senior leader was a retention risk. GE's people process swiftly moved to retain critical candidates. GE offered them long-term financial rewards like stock grants that they could not cash in until retirement. However, if a critical person left, GE's succession depth approach could replace them within 24 hours.
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Deal with nonperformers
A robust people's process must distinguish between candidates who need to be moved to a lesser job and those who need to be fired. When you have to let people go, it's best to do it with as much dignity as possible. It reinforces the positive nature of the performance culture.
Lastly, link HR to business results. Apart from people skills, the HR representative in charge must be a business leader with a point of view on how the people process can help achieve a business objective or a strategic plan.
A good strategy emerges from people closest to the action who understand the market, customers, and resources. While staff can help with numbers and analysis, ultimately, business leaders must develop a strategic plan.
To be realistic, leaders must link their strategy to the people process. The organization must have the right people in the right place to execute the strategy. The operational plan must link the strategic plan specifics to align the different parts of the organization towards its target goals. A business unit strategy must be less than 50 pages and easy to read. You should present its essential components within one page and describe your strategy in 20 minutes in simple language. If you find this difficult, it means that you will have to clarify your thought process.
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The assessment of the external environment
The strategic plan must explicitly state assumptions it makes about the social, political and macroeconomic context. Successful strategists can perceive patterns of change and relate them to their landscape and business far before everyone else.
Understanding customers and markets
Sometimes organizations can lose awareness of consumers' needs and purchase patterns due to excessive focus on the production and sales of their products.
Market segment maps are helpful to define growth opportunities. A.T.Cross, the pen manufacturer, has three primary consumer segments: individual buyers, gifters and corporate purchases for institutional gifts. Each product segment will have different competitors, channels, economics and price.
A robust strategic plan must address these questions:
The operations process breaks long-term strategic outputs into short-term targets. It looks at the programs like product launches, sales plans and manufacturing plans that the business must complete to achieve desired objectives. The leader has to set goals actively, link details of the operations process to the people and strategy processes and lead operating reviews to align the organization to the plan. The operating plan is fundamentally different from a budget, which usually uses the previous year's numbers to set targets. In contrast, an excellent operating plan begins with the strategy document and breaks down long-term strategic goals into short-term targets. Many companies prepare an operating plan based on the budget. In reality, the budget should be a financial expression of the operating plan.
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Debate every assumption
There is usually an inherent conflict of interest as people see the review through their respective lenses. In a formal budget review, they negotiate to achieve compromise. Instead, the operating review aims to surface all assumptions, debate them out and validate them with customers and suppliers. An operating review must thoroughly debate every assumption, not only big-picture assumptions but little assumptions and their effect on business, item by item. You cannot set realistic goals unless you have examined the assumptions behind them.
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As it offers the last chance to test and validate the strategy before it faces the real world, the strategy review must feature a robust debate with all key players present. People must leave with closure on the discussion and clear accountability for their parts of the plan. Leaders should ensure everyone is clear about outcomes.
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The Strategy Review is a good place for leaders to learn about and coach other team members. At the end of the review, the leader gets a good perspective of the strategic thinking capabilities of the people involved and their potential for promotion. At the strategic review, the same questions raised when the team formed the strategic plan will be raised again with a broader group with more diverse views.
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Here are some additional questions to consider:
Is the plan scattered or sharply focused?
In a quest for expansion, sometimes businesses can end up with far more goods and services than they can manage. Check if your strategy avoids fragmentation of effort and if the company plans to enter too many market segments simultaneously.
Are these the right ideas?
Companies can strategize themselves into markets and business ideas they cannot succeed in. Irrespective of how well you execute, the odds are highly stacked against the company's success when ideas don't fit into current capabilities or require costly acquisitions.
First, set targets like revenues, productivity, market share and operating margin from the outside-in and top-down. Outside-in means that the numbers must reflect economic and competitive realities. Top-down means leaders set goals from the organization level to the business unit level.
Second, develop action plans and make necessary trade-offs. These include significant programs for the year across sales, marketing, production and capital spends. The plans originate from business units as a response to the targets set. Leaders look at the assumptions that might be the most vulnerable and create and ask people to develop contingency plans for those scenarios.
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Finally, the leader gets agreement and closure from all participants and establishes follow-through measures. An excellent way to ensure follow-through is to send a memo that outlines the details of the agreements. Quarterly reviews keep the plan up to date and reinforce synchronization.
Apart from clarity on achievable targets, the operations process is an excellent opportunity to coach for leadership. Leaders who participate see the company as a whole, think about every facet of the business and understand how they fit in. They learn to allocate and reassign resources when the environment changes. People get to practice trade-offs to balance the short and long-term.
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Finally, the operations process builds confidence. The team knows they can meet the targets because leadership based them on realistic assumptions. Additionally, the company has simulated the moves necessary to achieve those targets in all but the most uncertain circumstances.
These three processes complement each other to create a virtuous spiral of excellence in execution. These three core processes, when done right, are the differentiation between you and your competitors.
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