Book Review – The Execution Shortcut by Jeroen De Flander. I was privileged to attend a lecture by Jeroen De Flander in Washington DC last month (June 2015) on Strategy Execution in the 21st Century. Flander drew heavily from his book for the content of the lecture, which was fine by me, as it is a very good book!
The Execution Shortcut tackles the well known problem of the difference between a strategic plan and its successful execution. Recognising that most strategies “lose 40 to 60% of their financial potential along the execution highway“. The book claims that there is path that is shorter (and more efficient) that exists in every organisation, but on the whole it is hidden. Flander suggests that there are three prerequisites to finding the path and travelling down it 1. The Head Connection – people need to be aware of your strategy; 2. The Heart Connection – people need to care about your strategy; 3. The Hands Connection – people need the energy to push your strategy forwards.
Flander is a expert story teller and he uses this skill throughout the book. For good reason and good effect. The explanation comes at the beginning of chapter two and it is accompanied by a story. I will not go into the details of the story, I do not want to spoil the ending, but I will not be accepting drinks from strangers any time soon! The fact of the matter is that a good story not only grabs the attention, but it remains in your memory so if you can orient the description of your strategy around a good story, you have a much better chance of the details being remembered.
Flander also references other peoples work to good effect. to support the story telling theory he cites Dan and Chip Heath, authors of ‘Made to Stick’. They say “Stories put knowledge into a framework that is more lifelike, more true to our day-to-day existence.”
With back-cover endorsements from the likes of Bert Stevens, the Vice President of European Operations, Nike who said “The Execution Shortcut explains in an engaging way how Just Do It’s don’t come automatically. They only happen when the mind is triggered, the heart inspired, and willpower strengthened“, the expectation that this book will be full of useful information is high. You will not be let down.
