1. Build Execution into Strategy
Trent Hemann
Bunde Walker
James Yost

2. Build Execution into Strategy
A company consists of everyone from the top to the front lines
All members need to be aligned around a strategy and support it; for better or worse
Overcome organizational hurdles
Important step in strategy execution
Attitudes and Behaviors

3. Culture Trust and commitment
People’s hearts and minds must be aligned with the strategy
Voluntarily taking an extra step
This challenge is amplified in a Blue ocean
People required to step out of comfort zones
Creating blue oceans requires significant change

4. Questions and Doubts
When people are removed from the top and less involved these questions arise:
What are the real reasons for this change?
Is Top management honest when it speaks of building future growth through a change in strategic course?
Are they trying to work us out of our jobs?

5. Fair Process John H. Thibaut and Laurens Walker
People care about justice of process as much as the outcome
Satisfaction rose when procedural justice was used
Level playing field exists
Voluntary Cooperation
Perform to the best of their abilities

6. Google’s “Web TV” Offer Google TV service worldwide by next year.
Strategy Formulation
Sony first to implement
No cost to developers and no fees to content providers
Not extending advertising either
Getting its platform in as many devices as possible in the quickest amount of time

7. Google’s Web TV Build Trust and commitment Within Google Sony Intel
TV’s
Intel
Processors within TV’s
Logitech
Peripherals for interaction with TV (Remote, keyboard)

8. Google’s Web TV Voluntary Cooperation Exceed Expectations? Partners
Google: Top to bottom
Exceed Expectations?
Execute fair process
Keep everyone involved

9. The Three E Principles of Fair Process
Engagement
Explanation
Expectation

10. The Three E Principles of Fair Process
Engagement
Involving employees that are affected by strategic decisions.
Shows management’s respect for employees and their ideas.
Sharpens everyone’s thinking and builds collective wisdom .

11. The Three E Principles of Fair Process
Explanation
Everyone involved and affected should understand reasoning behind the final decision.
Shows that managers have considered other’s opinions
Employees trust managers intentions
Serves as a powerful feedback loop

12. The Three E Principles of Fair Process
Expectation clarity
Managers need to clearly state new rules of game
How employees will be judged
Penalties for failure
Goals of the new strategy
Who are the new targets

13. Google

14. Intellectual and Emotional recognition
Emotional- valued as human beings, regardless of hierarchy
Intellectual- ideas are sought after and given thoughtful recognition
Google Perks

15. Importance of Trust
Eagerness to trust and cherish the individual and have deep confidence in their knowledge
If recognized, employees will work harder and are willing to share ideas to confirm their intellectual worth
If treated with emotional recognition, emotionally tied to strategy, give it their all
“At Google, we know that every employee has something important to say, and that every employee is integral to our success.”

16. Voluntary Involvement
People will apply knowledge and expertise voluntarily
If employees ideas are not valued, they will hide them or sabotage other ideas
Push for roll backs, if 3 E’s not used because of a lack of trust

17. Importance of “Intangible capital”
Commitment, trust and voluntary engagement= intangible capital
Fosters confidence in others
Act in interest of company, not self interest
Stand apart in speed, quality and consistency
Culture of innovation

18. How to accomplish Trust, Commitment and Voluntary Cooperation (Take Aways)
Do not separate strategy formulation from execution
Implement fair process
People realize compromises and sacrifices will be necessary
See long term benefits of short term sacrifices

19. Sources http://www.google.com/intl/en/jobs/lifeatgo ogle/index.html
30/google-alcoa-ceos-urge-more- spending-on-innovation-to-compete-with- china.html
aims-for-Apple-with-Web-TV-launching- worldwide-by-2011/