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"Forced to choose between a mediocre strategy with great execution or the reverse—I'll take great execution any day."
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 "RED™ forces us every 90 days to reprioritize and to focus ruthlessly on the things that are most important. When your business is more than doubling every year, the kind of discipline that RED™ brings is critical."
Steve Olson,
Chief Executive Officer
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Drive urgency and accountability
Far more firms fail as a result of poor execution than due to flawed strategy. So linking strategy to tactics is critical. If strategy making is viewed as the process through which a company learns what works and what doesn't, then the feedback loop of execution is as important to strategy as is analysis and forecasting. One of the benefits of the RED™ 90-day strategy reset model is that it creates a tighter link between strategy and execution. At the end of each 90-day RED™ session, the strategy team identifies the 20% of the activities it believes will generate 80% of the strategic results in the next 90 days, and then develops rigorously precise action and accountability plans for the most important strategic imperatives. RED™'s quarterly execution management discipline makes sure that the organization keeps the greatest levels of emphasis on those things that really matter—and that it follows through on its commitments.
To read Keith's BusinessWeek columns on execution, go to Winning the Cost Game (May 2005) and Quitting Cold Turkey (December 2004).
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Web-based execution management system
We focus on helping companies fully leverage the strategic insights of a broad cross-section of team members, and especially on converting those insights into decisions and winning results. The detailed action plans that come out of the RED™ Summit are captured real-time in a customized web community, fully accessible to all strategy team members. The web community is continuously updated as strategic milestones are reached and as new strategic initiatives are launched—allowing them to readily stay abreast of the latest developments in the firm. The web community also helps to assure accountability, integrate multi-departmental initiatives, and streamlines update meetings and communication.
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After-Action Review: Driving effective execution by codifying learning
One of the most important disciplines employed by military planners is the After-Action Review (AAR). After a major engagement, soldiers and officers meet to make a rigorous assessment of the battle just fought—what went wrong and right—and especially what can be learned to improve performance in similar situations in the future. It's the military's way of linking strategy to tactics. The RED™ process gives business teams a format for a similar discipline. The 90-day strategic reset meeting insures that strategies keep pace with the changing environment, and give the opportunity for teams to look back on the previous 90-days and identify the most important strategic lessons of the previous period. This helps to insure that organizational learning occurs at all levels of the organization and is quickly codified and communicated.
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