The Strategy Trap - by Kevin Ertell (Hardcover)

Book Synopsis

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 scales

• Real-world case studies from operators on the front lines

• Common pitfalls that kill momentum--and how to avoid them

• Practical 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.

Review Quotes

"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." --Derek Sivers, CD Baby founder

"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." --Josh Bernoff, Bestselling Author and Former SVP, Forrester

"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." --Rick Vanzura, Founder and CEO, Thrive Advisors and Former Chief Strategy Officer at General Motors, Borders Group, and GameStop

"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." --Dr. Janet Sherlock, Founder & CEO, Org.Works and Former Chief Digital & Technology Officer, Ralph Lauren

"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." --Matt Marcotte, Founder M2 Collaborative, C-level executive and Author of Built on Belief - Why Cultures of Commitment are THE Competitive Advantage

"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." --Jack Schwefel, Former CEO of Vince Holding Corp, Cost Plus World Market, Dutch LLC, and Sur La Table

"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." --Steve Dennis, Strategic Advisor, Bestselling Author of Remarkable Retail and Leader's Leap

"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." --Mitch Joel, Founder of ThinkersOne, Author of Six Pixels of Separation & CTRL ALT Delete

"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." --Sucharita Kodali, Retail Analyst, Forrester

"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." --Sky Kelley, President, Pantone

"I've seen firsthand how brilliant strategies collapse when execution isn't built into the plan, and Kevin Ertell has lived that truth, too. In The Strategy Trap, he offers the guide I wish every leader had: practical, people-first insights that bridge the gap between intention and impact. Kevin and I share a deep belief that strategy only works when the humans behind it are aligned, empowered, and connected to the mission. If you care about making your strategy real--not just writing it down--this book is your blueprint." --Ron Thurston, Bestselling author of Human Pride and Retail Pride

"As someone leading multiple growing brands, I know how easy it is for strategy to get lost in the day-to-day. The Strategy Trap is a practical, no-fluff guide to keeping your team aligned, focused, and actually delivering. I've seen Kevin bring that kind of clarity and momentum firsthand at Nike, and this book is packed with the same operator's wisdom. I wish more strategy books understood execution like this." --TJ Papp, President, Water Sports Division, Solo Brands

"I've seen brilliant strategies crumble because no one stopped to ask the hard questions Kevin tackles here. The Strategy Trap reads like a conversation with a seasoned operator who's been in the trenches--and who's generous enough to hand you the playbook. If you've ever felt the frustration of a plan stalling out, this is the book that will help you get it moving--and keep it moving--until it delivers." --Jason Goldberg, Chief Commercial Strategy Officer, Publicis Groupe