This conversation reframes execution as a matter of choice, not blind compliance. Learn how leaders can set clear strategic frames, ban the word execution, and create real empowerment through choice chartering so teams bring smarter, practical strategies that align with sustainability and business goals.

What this video covers

This video challenges the command and control mindset that sees strategy as something to be executed. It explains why calling it execution insults talented people, and how a CEO can instead set the strategic frame, ask for aligned choices, and invite teams to propose clever ways to meet goals. The focus is on dignity, not directives.

How to make the shift

Practical steps include banning the words implementation and execution, spending time on choice chartering, and clarifying expected outputs while allowing freedom in methods. The speaker highlights genuineness and psychological safety, explaining that clear frames plus trust reduce transmission loss and speed empowerment across the organization.

Who benefits and why

Leaders aiming to bridge strategy and action, and teams seeking real ownership will benefit most. The approach helps organizations pursue sustainability and value creation by tapping frontline insight, increasing engagement, and ensuring strategies are tested and refined by those who know the business best.