ABSTRACT
A generic strategic plan will face passionate and well-grounded opposition from the organization because the members of the organization will quickly recognize that it is not right for them. The Execute phase is crucial for making the strategy a reality. The Analyze and Define phases have worked to develop a strategic plan that is well prepared for the Execute phase. Execution without proper planning will result in confusion, and planning without effective execution will result in unrealized wishful thinking. Leaders of organizations often work diligently to develop a detailed and elegant strategic plan and then assume that the rest of the organization will recognize its value and execute based on it. The Execute phase is an ongoing process, not a onetime event. It requires continued effort by every member of the organization which can require a great deal of communication and coordination. The Execute phase is the critical ongoing process of making strategy a reality.
