The Strategy - Execution Gap:
a failure of Strategy, or Execution?

Many conversations focused on the well-known Strategy–Execution gap tend to overlook a crucial third dimension: disruption over time. This session will explore three fundamental causes behind the persistent disconnect between strategic intent and executional reality. We will ask: who—or what—is truly responsible for this gap? While many organisations attribute the gap primarily to people, they often try to solve it through more communication, alignment efforts, or meetings. These approaches frequently fall short. Instead, we will take a deeper look at how strategic choices are made and whether they are suited to the dynamic business environment. We will then examine the concept of drift—how shifts in markets, technologies, and behaviours can undermine even well-aligned strategies. Finally, we will explore how execution can be reimagined not just to follow strategy, but to remain adaptive in the face of ongoing drift.