Many strategic plans fail to deliver their intended results, leaving leaders frustrated and teams disengaged. Research over the years has consistently highlighted this challenge. Harvard Business School research by Kaplan and Norton first drew attention to this decades ago. At the same time, a 2016 survey by Bridges Business Consultancy reaffirmed that execution remains one of the biggest hurdles for organizations.
Despite significant advances in planning tools and methodologies, execution remains one of the most persistent challenges leaders face. Why does this happen — and, more importantly, how can organizations overcome it?
1. The plan is too rigid for a changing environment
Many leaders create a static plan, assuming the business environment will remain relatively stable. But as we’ve seen repeatedly, uncertainty is the only certainty. Economic conditions shift, priorities evolve, and unexpected challenges arise.
A rigid plan quickly becomes irrelevant when the context changes. One organization I worked with had an expansion plan in early 2020, only to find it entirely upended by the onset of the pandemic. It was a good reminder of how even the best-laid plans can become undone in the face of change. The teams that adapted quickly and revised their strategies thrived, while others struggled to keep pace.
Solution: Instead of locking in a rigid plan, use a dynamic approach to assess, adjust and evolve your strategy over time. This ensures your team stays aligned even when circumstances shift. Flexibility isn’t just nice to have; it’s essential for navigating today’s unpredictable world.
2. Too many goals, not enough focus
One of the most common mistakes in strategic planning is setting too many goals. It’s tempting to try and address every challenge and pursue every opportunity, but spreading the team too thin leads to poor execution.
When teams are overwhelmed by competing priorities, they lose sight of the most critical objectives. For example, a growing midsize company set 12 priorities for the year, but by midyear, only two had seen significant progress because the team lacked focus.
Solution: Lock in your top three to five priorities and make them the core focus for your team. This ensures everyone is rowing in the same direction and avoids distraction from less important tasks. It’s always better to excel at a few key priorities than to spread your team too thin. Focus is what drives actual results.
3. Lack of commitment and team alignment
Even the best strategic plans fail without buy-in from the people responsible for execution. Too often, planning sessions are led by a small group of executives, with limited input from the broader leadership team and cross-functional teams. When teams aren’t aligned or don’t feel invested in the plan, execution stalls.
Without clear communication, roles and collaboration, teams can become disconnected from the strategy. And let’s face it: when people feel left out of the process, their motivation to execute drops fast.
Solution: Engage teams early in the planning process to ensure their input and ideas are incorporated. Establish clear communication channels to align teams on goals and define roles so everyone understands how they contribute to the plan’s success. Regular updates and feedback loops can maintain alignment and build trust across the organization. As highlighted in a SmartBrief article, teams that feel included and empowered are much more likely to commit to the plan. Clear communication is just as critical for keeping everyone aligned.
4. Poor execution and follow-through
Strategic planning isn’t just about creating a document; it’s about execution. Too often, leaders complete the planning process and assume the work is done. But without ongoing follow-through, the plan remains a document on a shelf.
Progress stalls when there’s no clear process for tracking execution. In one case, a leadership team had a solid plan but lacked accountability structures. As a result, they missed deadlines, and progress slowed unnecessarily.
Solution: Nail execution by setting up regular check-ins, accountability structures and progress tracking with your teams. Teams need clear systems to keep the plan alive and evolving as circumstances change. When was the last time you actually looked at your strategic plan? If it’s been a while, it’s probably time to reconnect and refocus.
A framework to keep strategic plans on track
Through years of facilitating strategic planning, I’ve developed the ALIGN Framework, a structured yet flexible approach to overcoming these common pitfalls. Here’s how it works:
- A: Assess the current situation – Understand where you stand today.
- L: Lock in priorities – Identify the most critical goals for the year.
- I: Identify solutions – Brainstorm actionable steps to achieve those priorities.
- G: Generate commitment – Ensure buy-in from key stakeholders and teams.
- N: Nail execution – Set up structures for accountability and follow-through.
By following these steps, leaders can align their teams, adapt to change and execute with confidence.
Excellent strategic planning doesn’t stop at the planning phase. By committing to a dynamic, team-aligned process, leaders can transform their goals into sustained results. Start small, review often and keep your teams aligned — it’s the path to long-term success.
Opinions expressed by SmartBrief contributors are their own.
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