The Strategy Trap
Why Companies Fail at Execution and How to Get It Right

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 scalesReal-world case studies from operators on the front linesCommon pitfalls that kill momentum—and how to avoid themPractical 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.