“Your great strategy needs great execution, and this book brilliantly describes how. Its focus on co-creation, involving your team from the start, is so key. Great actionable real-world tools to make your strategy a reality. I wish I could have read this years ago.” –Derek Sivers, Founder, CD Baby

“There are countless books on strategy. None of them are worth a damn without a detailed plan to communicate with, engage, and energize your workforce. Kevin Ertell’s book is the desperately needed guide that every strategist and manager must follow to ensure that the quality of your execution matches the creativity of your strategy.” –Josh Bernoff, Bestselling author and former SVP, Forrester

Most strategies don’t fail on paper. They fail in the real world—where priorities shift, teams misfire, and execution breaks down.

In The Strategy Trap, veteran operator and former Nike executive Kevin Ertell delivers a no-nonsense guide to solving the problem every leader faces: why great plans so often go nowhere. Drawing on 30+ years of experience leading execution at global brands like Nike, Sur La Table, Borders, and Tower Records, Ertell shares the hard-won lessons that separate companies that move from vision to results—and those that don’t. You’ll learn how to avoid the traps that derail even the smartest strategies and how to build the systems, habits, and leadership practices that bring ideas to life.

At the core of the book is Ertell’s practical, field-tested framework: the Six Cs of Execution—Co-creation, Clarity, Capacity, Communication, Coordination, and Coaching. Whether you lead a small team or a global enterprise, these principles will help you align people, eliminate confusion, and build lasting momentum.

This is not a book about how to craft a strategy. It’s about how to actually make one happen. Inside you’ll find:

• A proven framework for execution that scales
• Real-world case studies from operators on the front lines
• Common pitfalls that kill momentum—and how to avoid them
• Practical tools you can use right away

This book is for leaders who are tired of talking about strategy and ready to deliver on it. Because in the end, ideas don’t change businesses. Execution does.