An ancient Chinese proverb states that: "If you stand straight, you don't have to fear a crooked shadow". In the world of business strategy this might translate into: "if you have a strategy, beware of its crooked implementation". Of course, we know it is disastrous if strategy is not executed (no shadow?). Poor or non-execution are one of the main reasons for strategy failure.
Consultants often hold strategic planning workshops proposing the next best fad as "strategic" tool, but still, we know and see on a daily basis that often these fads, tools and strategies, and especially those associated with strategy implementation, falter more often than they succeed. It remains a consistent problem that their execution rarely achieves momentum. Our research originated in the non-execution (non-implementation) problem widely reported in theory and in practice where strategic management is pursued.