S2E2 Your Strategy Isnât Failing - Your Execution Is. Hereâs How to Fix It. Most strategies donât fail in the boardroom - they fail in the real world. In this episode of Retail Transformers, Ricardo and Casey sit down with Kevin Ertell, longtime retail operator and author of The Strategy Trap: Why Companies Fail at Execution and How to Get It Right. Kevin shares why 67% of wellâcrafted strategies fail, the early warning signs leaders miss, and how his Six Cs framework helps teams turn strategy into realâworld results. As Kevin explains, âMost strategies fail later, not loudlyâ - and the root cause is almost always poor execution, not bad ideas. Drawing from 30+ years at Nike, Sur La Table, Borders, and Tower Records, plus interviews with 60+ operators, Kevin breaks down how leaders can avoid the strategy trap and build strategies that humans can actually execute. What We Cover Why most strategies fail in execution, not planningThe Strategy Trap: what it is and how to avoid itThe Six Cs framework: Coâcreation, Clarity, Capacity, Communication, Coordination, CoachingWhy coâcreation is essential for execution successThe âtree stump theoryâ and how blind spots derail executionWhy leaders must âslow down to speed upâHow culture, incentives, and communication shape executionRealâworld examples from Nike, Borders, and more Why This Episode Matters If youâre launching a new strategy this year. Or wondering why the last one didnât land. This conversation gives you the tools, frameworks, and mindset to execute with confidence. Don't forget to like, comment, and subscribe to The Retail Razor: Retail Transformers for more episodes featuring retail innovators, disruptors, and bold thinkers reshaping commerce. Subscribe to the Retail Razor Podcast Network: https://retailrazor.com/ Subscribe to our Newsletter: https://retailrazor.substack.com Subscribe to our YouTube channel: https://go.retailrazor.com/utube About Our Guest Kevin Ertell, https://www.linkedin.com/in/kevinertell/ Author, The Strategy Trap: Why Companies Fail at Execution and How to Get It Right. https://a.co/d/04AqxywE Founder & CEO, Mistere Advisory. https://www.mistereadvisory.com Kevin Ertell is a veteran executive and trusted advisor with more than 30 years of experience leading transformations at brands like Nike, Tower Records, and Sur La Table. As founder and CEO of Mistere Advisory, he helps companies of all sizes bring clarity, alignment, and action to their strategies. Known for his straight talk, practical insight, and ability to cut through complexity, Kevin draws on deep experience across leadership, operations, and digital growth to help teams turn ideas into results. When heâs not helping companies get unstuck, heâs likely playing bass, cooking for family, or following Cleveland sports with stubborn optimism. Chapters (00:00) Preview Teaser (01:22) Show Intro (04:21) Welcome Kevin Ertell to the Retail Transformers Podcast (07:54) The Strategy Trap: An Introduction (10:15) Common Pitfalls in Strategy Execution (11:53) Techniques for Successful Execution (14:58) The Six Cs Framework (24:13) The Importance of Co-Creation, Clarity, and Capacity (25:29) Showtime: Communication, Coordination, and Coaching (26:31) Coaching as a Leadership Tool (27:30) Real-World Example: Borders Rewards Program (30:56) Key Decisions Before Strategy Kickoff (32:41) Slowing Down to Speed Up (37:23) The Role of Company Culture (39:03) AI in Strategy Execution (41:41) Conclusion and Final Thoughts (44:08) Show Close Meet Your Hosts Helping you stay sharp, be bold, and transform retail: Ricardo Belmar is an NRF Top Retail Voice for 2025 and a RETHINK Retail Top Retail Expert from 2021 â 2026. Thinkers 360 has named him a Top 10 Thought Leader in Retail, a Top 25 Thought Leader in AGI and Careers, a Top 50 Thought Leader in Agentic AIand Management, and a Top 100 Thought Leader in Digital Transformation and Transformation. Thinkers 360 also named him a Top Digital Voice for 2024 and 2025. He is an advisory council member at George Mason Universityâs Center for Retail Transformationand the Retail Cloud Alliance. He was most recently the partner marketing leader for retail & consumer goods in the Americas at Microsoft. Casey Golden, is the North America Leader for Retail & Consumer Goods at CI&T, and CEO of Luxlock. She is a RETHINK Retail Top Retail Expert from 2023 - 2026, and Retail Cloud Alliance advisory council member. After a career on the fashion and supply chain technology side of the business, Casey is obsessed with the customer relationship between the brand and the consumer and is slaying franken-stacks and building retail tech! Episode Music Includes music provided by imunobeats.com, featuring Tropikool, from the album Future Beats 2, plus Virtual Apology and New Styles, from the album Shimmer Pop, written by Heston Mimms, published by Imuno.
