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Julie Brinks

Vicinity Media, LLC

P.O. Box 65026

Tucson, AZ  85728


Tucson, AZ

(520) 730-0990

The Simple Point

The Simple Point™ articles explore leadership principles through a short story set up, stated point of view, and question to provoke thought and consideration.  They are designed to be used in the context of a weekly executive team meeting for leadership development.

 

Excellence in Execution

Julie Brinks

In today’s rapidly changing media landscape, we must adapt to the environment faster than ever before in order to keep up with the competition and grow the value of our business within the local marketplace.  It’s critical to identify and successfully implement new strategies for serving our audiences and advertisers, the way they want to be served.


A new strategy without a clear plan of execution, however, can quickly become wishful thinking, “just another idea”, or an opportunity lost.  A recent survey of CEO’s by the American Management Association found that strategy execution was either their #1 or #2 concern in successfully moving their business forward. Excellence in execution is a process, a series of decisions and actions over time.


So how can you ensure that the new strategy your team has so diligently explored is acted upon and in a manner that achieves the highest level of success possible?  It revolves around three things:  People, Plan, and the Process.

  1. Clearly establish responsibilities with the key leaders from each area of your company who will be involved in the implementation and, ultimately, the results of the endeavor.  Team engagement and shared accountability for the outcomes is critical for follow through toward accomplishing the strategic goal.

  2. The goals must be attainable and progressive.  Carefully lay out the tactics, timelines and options with the team.  Explore best case scenarios and possible obstacles in advance in order to build confidence toward the teams’ success.  Then provide them the right amount of time and resources - setting the team up to win!

  3. Communicate deeply and clearly within the organization as to the “Why” and the “How” of the strategy.  Everyone from the receptionist to the morning team should understand and embrace the opportunity, know how it will help your customers and audience, and ultimately grow the business.

  4. Establish metrics, and report back frequently and publicly on the progress against the strategic goals to the entire company.  Be sure to celebrate the successful completion of milestones along the way, recognizing and encouraging the team members involved.

  5. Solicit Feedback – from within, from your customers, from the community at large. Monitor the progress and adapt to any changes in the environment. Once potential adjustments to the plan are validated, work with the team to adjust tactics swiftly in order to take advantage of those ideas to create an even greater outcome.

Your key role as the leader is to ensure that the vision for the strategy is a known priority from the top to the bottom.  The team and staff will be taking their cue from you as to the true commitment to moving the strategic opportunity forward.  You must consistently and persistently relay the message. And remember, if everything is a priority, then nothing is.

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