 Principle 1. Acknowledge that strategy delivery is just as important as strategy design. Ideas don't thrive in a vacuum. Change doesn't happen on paper. And strategy isn't just a fancy word for a business plan. Bringing strategy to life requires more than discussion. Implementation needs to be inherent in the design process cultivated from the beginning. Just as a coach doesn't create a playbook and then walk away on game day, effective strategy requires purposeful design and delivery. But what is delivery? We believe strategy is not simply an action, but a process of managing a series of actions with an eye on the end game, making design and delivery equal partners on the playing field. In other words, we should think of strategy as both the playbook and the game itself. And as a leader of your organization, it's an essential part of your role to ensure that your team has the capability and accountability to implement your strategy. This means communication, resource management and dedication to your vision, ensuring that strategic projects are successfully delivered across the organization. Consider yourself the coach, team manager and the trainer all in one, because at the end of the day, it's your job to ensure that your organization has the capabilities needed to take their performance to the next level.