What drives a message the farthest as well as makes it stick the longest is not simply the clarity of the message alone, but also in one’s ability to sustainably execute that which the message is proclaiming in the first place.

While in Beirut to teach my course on message strategy for social media, a good friend of mine shared this statement with a few of us.. amateurs talk about strategies, professionals talk about logistics.

Me? I have since added to this.. and historians will talk about execution. It seems so elementary. But… how often do we miss the mark with this?