Fast Company has published a guide for leaders struggling with poor execution, arguing the root cause is often unclear communication. The piece asserts that if a strategy cannot be executed, it was based on flawed assumptions about capabilities, competition, or the market.
The article draws on philosopher Ludwig Wittgenstein's idea that private thoughts remain undefined until expressed publicly — making a leader's first job to articulate ideas clearly so others can act on them. To help, the author presents three core principles.
First, leaders must manage the 'cognitive budget' — avoiding jargon and overcomplication, an idea traced back to 13th-century thinker William of Ockham. Second, they should ensure every message is framed in a shared, public context rather than relying on internal assumptions.
While the article offers a strong philosophical foundation, it does not provide specific examples of these principles in action or address challenges like remote communication or cultural differences. The advice remains general, which may limit its practical application for leaders facing nuanced organizational hurdles.