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Ep. 152 Why Strategy Fails: How Leaders Can Bridge the Gap Between Planning and Execution
Show Notes:
In this episode of Business Growth Spotlight, host Heidi Schalk, Co-Founder of HLH Growth Solutions, welcomes Alex Brueckmann, Founder of Brueckmann Strategy Consultants, for a deep conversation on what strategy truly is and why so many organizations struggle to turn it into results. Alex draws from his experience building multiple international consulting firms to explain why strategy is often misunderstood and confused with planning or budgeting, and how that confusion creates execution breakdowns at the leadership level.
Throughout the conversation, Alex introduces his Nine Elements of Organizational Identity framework and explains how strategy must be anchored in a company’s identity to be effective. He shares why culture, strategy, and execution cannot be treated as separate initiatives, and how leadership clarity directly impacts an organization’s ability to make decisions, align teams, and follow through. The discussion also addresses common leadership gaps that derail strategy implementation, including a lack of shared language, unclear priorities, and misaligned incentives.
The episode also explores the growing role of artificial intelligence in business. Alex explains why AI is not a strategy in itself and cautions leaders against chasing technology trends without a clear strategic purpose. Instead, he outlines how AI can be used responsibly as a tool to support and accelerate strategy execution without replacing human judgment or decision-making.
In addition to strategy and leadership, Alex shares how he has grown his consulting business by focusing on education-driven marketing through podcast guesting and LinkedIn thought leadership rather than relying on ads or outbound outreach. He reflects on how clarity, consistency, and long-term thinking have shaped his growth, along with the personal values that guide his decisions as a founder and parent.
Listeners will walk away with a clearer understanding that strategy is fundamentally about making choices, not assembling project lists, and that culture is the result of leadership behavior rather than a standalone initiative. The episode reinforces that execution breaks down when strategy is unclear or poorly communicated, and that sustainable growth requires focus, alignment, and sufficient runway to experiment and evolve.
Bio:
Alex Brueckmann is the Wall Street Journal bestselling author of The Strategy Legacy, which introduces the Nine Elements of Organizational Identity (9EOI), and creator of the 9EOI strategy certification for leaders. Brueckmann is a strategy master facilitator, executive coach for leadership teams, and keynote speaker.
He has impacted thousands of business leaders across the world, from multinationals to start-ups. He holds degrees and certificates in management, leadership, and strategy from EBS European Business School (Germany), INSEAD (France), and Harvard Business School (USA).
To connect with our guest, click on the links below:
LinkedIn: LinkedIn: https://www.linkedin.com/in/alexanderbrueckmann/
Website: https://brueckmann.ca/
https://9eoi.com
Connect with me:
LinkedIn: https://www.linkedin.com/in/heidischalkcoaching/
View all episodes
By Heidi SchalkShow Notes:
In this episode of Business Growth Spotlight, host Heidi Schalk, Co-Founder of HLH Growth Solutions, welcomes Alex Brueckmann, Founder of Brueckmann Strategy Consultants, for a deep conversation on what strategy truly is and why so many organizations struggle to turn it into results. Alex draws from his experience building multiple international consulting firms to explain why strategy is often misunderstood and confused with planning or budgeting, and how that confusion creates execution breakdowns at the leadership level.
Throughout the conversation, Alex introduces his Nine Elements of Organizational Identity framework and explains how strategy must be anchored in a company’s identity to be effective. He shares why culture, strategy, and execution cannot be treated as separate initiatives, and how leadership clarity directly impacts an organization’s ability to make decisions, align teams, and follow through. The discussion also addresses common leadership gaps that derail strategy implementation, including a lack of shared language, unclear priorities, and misaligned incentives.
The episode also explores the growing role of artificial intelligence in business. Alex explains why AI is not a strategy in itself and cautions leaders against chasing technology trends without a clear strategic purpose. Instead, he outlines how AI can be used responsibly as a tool to support and accelerate strategy execution without replacing human judgment or decision-making.
In addition to strategy and leadership, Alex shares how he has grown his consulting business by focusing on education-driven marketing through podcast guesting and LinkedIn thought leadership rather than relying on ads or outbound outreach. He reflects on how clarity, consistency, and long-term thinking have shaped his growth, along with the personal values that guide his decisions as a founder and parent.
Listeners will walk away with a clearer understanding that strategy is fundamentally about making choices, not assembling project lists, and that culture is the result of leadership behavior rather than a standalone initiative. The episode reinforces that execution breaks down when strategy is unclear or poorly communicated, and that sustainable growth requires focus, alignment, and sufficient runway to experiment and evolve.
Bio:
Alex Brueckmann is the Wall Street Journal bestselling author of The Strategy Legacy, which introduces the Nine Elements of Organizational Identity (9EOI), and creator of the 9EOI strategy certification for leaders. Brueckmann is a strategy master facilitator, executive coach for leadership teams, and keynote speaker.
He has impacted thousands of business leaders across the world, from multinationals to start-ups. He holds degrees and certificates in management, leadership, and strategy from EBS European Business School (Germany), INSEAD (France), and Harvard Business School (USA).
To connect with our guest, click on the links below:
LinkedIn: LinkedIn: https://www.linkedin.com/in/alexanderbrueckmann/
Website: https://brueckmann.ca/
https://9eoi.com
Connect with me:
LinkedIn: https://www.linkedin.com/in/heidischalkcoaching/