EXECUTION is a bad word?

I read a quote yesterday that sparked my imagination...

Anyone who can handle a needle convincingly can make us see a thread which is
not there. - EH Gombrich

An epitome of a true marketer... End to end from a concept study, to positioning, claims and even repositioning and relaunch. As marketers I believe we really do is handle that needle in stitching the emperor's new clothes. There is substance at the end though not always (remember the days of vaporware in the Dot-coms).

We get into the minds of our consumers, strive to experience and identify the needs even if it is an intangible concept of satisfaction, importance and prestige.

When the rubber meets the road it is the articulation through advertising claims (print, media copies), pleasant surprises "new in the old", the EXECUTION that creates the pull through channels that deliver. There is no denying working in ambiguity can be a lot more challenging, although a a head without a body can not get anywhere.

A good stratey needs an equally effective execution arm to deliver success.