#88 Why do more than 60% of companies fail to execute their strategy?
This episode was recorded in German.
Role reversal on the podcast: Kevin Meyer asks, Christian Underwood answers
Strategy is a widely discussed topic, but which questions really matter to business owners and executives? In this special episode, we flipped the format: instead of asking the questions, Christian Underwood takes a seat on the other side of the microphone. Kevin Meyer, marketing expert and coach, collected the most common questions from the community and puts them to Christian: direct, honest and to the point.
Strategy is knowing what not to do
"Strategy isn't just knowing what you should do, it's above all knowing what you shouldn't do," says Christian Underwood. It's a principle from Michael Porter that gets to the heart of strategy work. Companies often lose focus because they pursue too many initiatives at once. Successful companies, by contrast, set clear priorities, cut unnecessary activities and direct their resources deliberately.
The three big drivers of strategic change
Why do companies take on strategy in the first place? Christian Underwood names three main reasons:
Economic pressure: Companies realize their existing business models no longer work and look for new ways to stay competitive. No clear perspective for employees: When employees don't understand the strategy or see no clear direction, motivation and collaboration suffer. From good to great: Companies that are already successful but are planning their next big growth step and need to align their structures accordingly.
So strategy isn't only about managing a crisis. It's also a tool for reaching ambitious goals.
Analysis as the foundation: the truth is in the numbers
Before a strategy is defined, solid analysis is essential. Christian Underwood describes companies that gain full transparency about their market opportunities, customer structure and revenue sources for the first time. A common finding: a large share of revenue comes from a small group of customers, while many other segments barely contribute to profit. Insights like these help set priorities where they count.
Workshops as the key to strategy development
In the podcast, Christian Underwood walks through a typical strategy process: from planning to analysis to focused workshops. Involving the team is central. "Strategy isn't a top-down project, it lives on participation and buy-in across the company," he says. The workshops don't just define goals, they also produce concrete actions for execution.
Strategy communication: the decisive success factor
A common problem: many companies develop strategies but fail at execution. The key is internal communication. According to Christian Underwood, presenting the strategy once in a meeting isn't enough. Companies have to talk about progress regularly, make wins visible and secure execution through clear ownership.
From plan to reality: why execution so often fails
Studies show that most strategies are never successfully executed. Christian Underwood explains that the reasons are usually a lack of discipline, a lack of clarity or internal politics. His advice: strategy can't be a one-time event, it has to be reviewed and adjusted continuously. "It's about establishing a strategic routine, much like in sports. Only regular training keeps you fit."
Conclusion: strategy as a continuous process
Whether in crisis or growth: a good strategy helps companies position themselves clearly, make the right decisions and stay successful over the long term. In this episode, Christian Underwood shows how to run strategy processes efficiently and bring them into execution. 🚀 Listen now and find out how strategy really works!
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