The Strategy Trap

“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.”

“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.”

“The Strategy Trap is the book I wish I had early in my career. While most strategic planning books focus on theory and the elements of strategy, Ertell’s book is a practical guide for developing and implementing a strategy that will be embraced by employees and effective at driving results. Highly recommended for anyone involved in the strategic planning or implementation processes.”

“The Strategy Trap is a refreshing antidote to the glossy strategy decks that go nowhere. Kevin Ertell brings a seasoned operator’s eye to the messy, often overlooked reality of execution. He understands that strategy and execution are one continuous act, and shows how to align teams, shape decision-making, and foster a culture that actually delivers. Leaders focused on organizational effectiveness will find this an especially valuable companion on the journey to real results.”

“Most strategies don’t fall apart in theory—they fail in execution. In The Strategy Trap, Kevin Ertell reveals why even the boldest plans fall apart, and what leaders can do to close the gap between vision and reality. With real-world examples, practical insights, and a call for co-creation over top-down direction, this book reframes execution as the true engine of success driven by teams who fully commit, driving both performance and cultural cohesion. If you’re ready to turn strategy into shared purpose and performance, this is your guide to making bold visions stick—and succeed.”

“Kevin doesn’t just understand execution, he lives it. I saw it firsthand when we worked together at Sur La Table, where he brought clarity, alignment, and results across the organization. In The Strategy Trap, Kevin distills that same practical wisdom into a clear and compelling guide for any leader who’s tired of watching strategies fall flat. This is a must-read for anyone serious about making strategy actually happen.”

“Laced with powerful case studies and packed with pragmatic advice, The Strategy Trap provides a wakeup call that few leaders can afford to ignore. Kevin Ertell gets right to the heart of the matter with a book that is insightful, challenging, and fun to read.”

“Strategy is easy to admire . . . until you try to make it happen. This book nails a truth we don’t talk about enough: The hardest part of strategy isn’t thinking . . . it’s follow-through. My friend Kevin Ertell gets it. The Strategy Trap doesn’t just break down why teams stall; it gives you the tools to get unstuck and stay moving. He has written the rare business book that doesn’t worship the whiteboard . . . it rolls up its sleeves and gets into the messy reality of execution. This book is filled with tools you’ll actually use, stories that feel too familiar, and a framework that finally connects vision to velocity. If you’ve ever watched a smart idea die slowly in a Slack channel, this one’s for you.”

“Kevin Ertell weaves together first-hand experience as a Fortune 500 executive, solid research, and practical frameworks to create this essential strategy guide. The Strategy Trap provides a map for leaders to make sure their beautiful PowerPoint decks actually turn into great business outcomes.”

“What truly separates visionary companies from the rest isn’t just imagination—it’s ruthless, disciplined execution. This book gets that and gives you practical tactics for how to execute. It understands that a great strategy isn’t about flashy ideas; it’s about delivering consistently and with precision while co-creating with your teams on the journey. Every page reflects the mindset and tools needed to actually move things forward. For anyone serious about taking your company to new heights and creating lasting change, this is required reading.”