It's the most common complaint about digital strategists. We swoop in, ask some questions, dictate direction and then leave it to others to implement. All too often, it's a fair description of how many choose to conduct themselves. But without collective ownership of the strategy, it is unlikely to ever get implemented correctly, if at all. Without implementation, we can never prove the value of our ideas. And the way to get things implemented is through the mental sleight of hand called Inception.