Mark Forchette explains why strategy alone fails without execution. He uses his experience at Alcon to show how tactical implementation can shift market dynamics and drive real success.
Strategy and tactical implementation equals success. Strategy is sexy and cool. Everybody loves to talk about strategy. But the rubber meets the road in executing a plan. If you can't execute the plan, it's not worth the paper it's printed on. Now there's a great example of this at Alcon. When I was there we had this massive success with the product you see here on the left. And it launched at the exact same time as a product by its chief competitor. And at the time the chief competitor had the lion share of the market and Alcon was kind of the also ran in five or six years, totally flipped the market and Alcon earned more of its fair share. Why? Well, it was great technology. Absolutely. You can't do it without that. But it was tactical implementation that made a huge difference. We were intensely focused on, on managing customers relationships, doing the right things every single day, messaging, branding, making sure everything was run like a really well oiled machine. And that made the difference here. So that tactical implementation and strategy equals success.
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