Course Module
Execution: The Art
of 'Getting It Done'
Transform your strategic vision into tangible results. Master the five essential steps of execution.
Phase 1
Set Clear Direction
Goals & OKRs
"Strategy without execution is procrastination."
Setting Your Foundation
SMART goals lay the groundwork for clarity and direction, but they're only half the battle.
The next step is using Objectives and Key Results (OKRs) to move from planning to execution:
- Objectives: Your overarching outcomes—significant achievements you aim for
- Key Results: Measurable milestones that mark progress toward your Objective
- SSpecific — Clearly define what you want to achieve
- MMeasurable — Include metrics to track progress
- AAttainable — Set challenging but achievable goals
- RRealistic — Ensure resources and time are available
- TTime-bound — Set a clear deadline
Objective:
Increase revenue by 50% over the next twelve months
Key Results:
- Launch two new products by end of Q2, contributing to at least 20% of revenue increase
- Enhance customer retention by 15% through improved service and engagement
- Expand into two new markets by Q3, achieving 15% revenue increase from these regions
Notice how each result is specific and measurable. They all contribute directly to the Objective, becoming a roadmap for execution.
- Start with the end in mind — Clearly define what success looks like
- Work backwards — Identify key milestones you must hit
- Break it down — Divide milestones into tasks completable in days or weeks
- Prioritize — Tackle the most critical tasks first
- Create a timeline — Assign deadlines to stay on track
Your Turn: Create Your OKR
Build your execution plan right here:
Reflection questions:
- Do your Key Results provide a clear roadmap?
- How will you track progress on each Key Result?
- What will you do if you fall behind?
Phase 2
Embrace Flexibility
Adapt and iterate like the best
"Embrace a growth mindset: view challenges as opportunities."
Zara, the global fashion retailer, exemplifies flexibility in execution.
What makes them different:
- Most brands plan collections months in advance — Zara operates on weeks
- Designers constantly monitor sales data and customer feedback
- New designs go from concept to store in as little as 2 weeks
- They iterate based on what's actually selling, not predictions
This flexibility and willingness to iterate has made Zara one of the most successful fashion retailers in the world.
Keys to Flexibility
- Keep your eyes and ears open
If an objective becomes less relevant, reassess. Priorities change.
- Seek feedback
Treat all feedback as a gift — it's information you can use to iterate.
- Be willing to pivot
If something isn't working, don't be afraid to change course.
View challenges and setbacks as opportunities to learn and grow.
You might fail to reach specific key results. But remember: it's as much about the journey and process as the outcome.
If you can show people how you approached the challenge, they're far more likely to give you another chance.
Visual Feedback Mapping
Setup: 30 minutes, once a month
Step 1: Prepare
- • Find a quiet space for 30 uninterrupted minutes
- • Grab paper/digital canvas and colored pens
Step 2: Map It Out
- • Write one Objective at the center
- • Create 4 branches: Wins, Challenges, Feedback, Opportunities
- • Fill in each branch honestly
Step 3: Act
- • Identify 2-3 action steps to refine the objective
- • Consider if key results need adjustment
- • Repeat monthly, comparing progress
This makes you conscious about what you're doing and why — ensuring you're still doing what's best in the best way.
Phase 3
Focus on Critical Priorities
Work on what matters most
The Domino Effect
Certain things make more of a difference than others. In life and business, some tasks are more impactful.
To get good at execution, you must identify these things, prioritize them, and maximize your chances of success.
A favorite method of President Eisenhower
Q1: Urgent & Important
Do these FIRST — crises, deadlines, emergencies
Q2: Important, Not Urgent
SCHEDULE these — planning, learning, relationships
Q3: Urgent, Not Important
DELEGATE if possible — interruptions, some meetings
Q4: Neither
ELIMINATE — time-wasters, distractions
Focus on Quadrants 1 and 2. If you're slipping into 3 and 4, stop.
Roughly 20% of inputs cause 80% of the outputs.
Example:
You have 15 client accounts and split time equally. But when you look at data:
- • 3 clients = 70% of your sales
- • 12 clients = 30% of your sales
It's clear who deserves more focus. Concentrate on those 3 accounts.
Even in complex systems, there's often one thing that limits progress.
Your mission: Find and remove bottlenecks that constrain your growth.
- Skill gap? Invest in training or find a mentor
- External factor? Communicate with stakeholders
- Make releasing the constraint your priority
Phase 4
Use Data to Your Advantage
Lead Measures vs Lag Measures
Focus on the inputs (Lead) that impact the outcome, rather than measuring the outcome itself (Lag).
Understanding the Difference
Forward-looking data that drives you towards your goal. You can influence these directly.
Backward-looking data that confirms what already happened. You can't change these.
| Goal | Lag Measure | Lead Measure |
|---|---|---|
| Weight Loss | Weight | Daily Calorie Deficit |
| House Deposit | Total Savings | Weekly Savings Rate |
| Pass Qualification | Test Score | Weekly Study Hours |
| Revenue Target | Year-to-Date Sales | Weekly Outbound Calls |
Option 1 — Lag Measure (Weight):
Weighing yourself daily does nothing to impact results. At best, a decline might encourage you. At worst, you'll give up after a few bad days.
Option 2 — Lead Measure (Calorie Deficit):
Monitoring something that directly influences results means you'll know if you're moving in the right direction. It aids your execution.
Phase 5
Build Accountability
Outsource your discipline
"Share your goals... it creates a safety net."
The Accountability Hack
Self-discipline is revered, but often impossible when stressed or struggling.
The solution: Outsource as much as you can.
The more people you tell about your goals, the more social pressure you'll have to see them through. The stakes rise.
Meeting Agenda:
- Progress: What I accomplished this week
- Developments: What's changed or new
- Blockers: What's in my way
- Commitments: What I'll deliver next week
Book 15-20 minutes weekly with 1-2 key stakeholders who oversee your work.
Set up personal rewards for reaching key milestones:
- Small wins: Coffee treat, nice lunch
- Big milestones: Weekend trip, new gear
Whatever motivates you — actually celebrate when you hit the milestone.
What Great Teams Do — And How You Can Too
- Clear assignments → Define specific weekly commitments
- Sensible processes → Create a systematic tracking approach
- Fair deadlines → Set realistic timelines with stretch goals
- Plentiful feedback → Actively seek and incorporate input
Summary
Your Complete
Execution Framework
- • Define your Objective using SMART criteria
- • Create 3-5 measurable Key Results
- • Break down into actionable tasks with timelines
- • Stay attuned to changes in your environment
- • Seek feedback regularly — treat it as a gift
- • Be willing to pivot when necessary
- • Use the Eisenhower Matrix (focus on Q1 & Q2)
- • Apply Pareto's 80/20 Principle
- • Identify and remove bottlenecks
- • Focus on lead measures over lag measures
- • Visualize your progress
- • Make data-driven decisions
- • Share your goals with stakeholders
- • Set up weekly accountability meetings
- • Create incentives for milestones
Mastering execution is one of the most valuable skills you can develop. By consistently hitting ambitious objectives, you'll build a track record that opens doors.
If all you do is nail execution at every stage, you will stand out from the crowd.