However, CEOs often just tell their companies that they “must execute the strategy better.” Clearly this advice isn’t very helpful, as it’s as obvious as saying, “Let’s all just do a better job!” What companies need is to identify specifically what it is that they must execute better. For example, “improve the speed of deliveries” would be a far more helpful instruction, one that could help a company achieve its strategic goal of improving customer service.

From the Blinkist summary of The Halo Effect