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Companies that fail to execute well-informed strategies in today’s fast-changing business environment are destined to fall short of their goals, warned Dwaine Forbes, CEO of Returning On Investment Consulting Limited (ROIC).

Addressing over 200 business leaders and senior executives gathered in-person at the AC Hotel in Kingston and Online, Forbes highlighted a critical error made by many senior executives—that of implementing strategies without adequate research or diagnosis.

The event, themed ‘From Strategy to Execution: How the C-Suite Builds for Long-Term Performance” was hosted by ROIC on September 25, in partnership with global strategy software leader Cascade, under the banner of their high-level leadership forum, ‘Executive Circle’.

“Strategy, in recent years, has come under intense scrutiny,” Forbes said. “Too many companies execute what they believe are foolproof plans, only to see disappointing results. The truth is, strategy and planning are not the same thing.”

Forbes emphasised that executives must be honest and accountable about the entire strategic process, rather than shifting blame to employees when results fall short.

To reinforce his point, Forbes cited global research from McKinsey & Company, which found that only 35% of over 2,000 executives surveyed met basic criteria for developing and implementing sound strategies.

“That’s a crisis,” he said frankly.

He also referenced a global study by PwC involving 6,000 executives, which revealed that 70% were dissatisfied with their company’s strategy; only 35% believed their strategies could lead to success, and just 3 to 4 in every 10 executives expressed confidence in their strategic direction.

Strategy Needs a Medical Approach

“Now more than ever, strategy is essential. We are operating in a world of constant ambiguity and hyper-competition,” Forbes said. “Strategy needs to be taken seriously—and treated with the same rigour and precision as a medical diagnosis.”

Forbes noted that both the public and private sectors often fail because their strategies are not based on real data or deep market insights. He advocated for a “lab-based” approach to strategy—regularly collecting and analysing data about customers, culture, and shifting market dynamics.

“Too often, organisations start with operational concerns or budget conversations, instead of beginning with deep strategic diagnosis,” he explained.

Among the most alarming insights shared was that 95% of employees do not understand their company’s strategy, largely because it is poorly communicated or kept secret; many managers cannot articulate their organisation’s top 5 strategic priorities; 85% of executive teams spend less than one hour per month discussing strategy; and incentives are rarely aligned with strategic execution.

Key Recommendations for Strategic Success

Forbes urged senior leaders to:

• Commit to aligning budgets and resources with strategy for effective execution
• Take full ownership of strategy and not delegate it down the chain
• Establish systems of accountability that ensure strategy becomes a routine part of business operations
• Use reliable data and tools for real-time decision making.

“Despite the rise of AI, strategy remains a human responsibility. You can’t outsource thinking or execution to technology. Without sound strategy, execution is aimless,” Forbes concluded.

Cascade Supports Strategic Execution

Charlie Newark-French, CEO of Cascade, a global strategy platform and ROIC’s strategic partner, reinforced Forbes’ message. He challenged executives to move beyond outdated tools and processes that hinder execution and recommended transitioning from static PowerPoint presentations to real-time digital dashboards that track performance across the organisation.

“Today’s leaders need to see strategy not as a one-time plan, but as a living system—powered by data and embedded into daily decision making,” said Newark-French.

Powerful Speakers and Panel of Experts

The forum featured other speakers, including Dr Carey Wallace, Executive Director, Tourism Enhancement Fund (TEF), who shared insights ‘From Policy to Impact: The Strategist’s Role in Transforming Government Performance’; and Charanya ‘CK’ Kannan, CEO & Co-founder of Pinkfish AI, who engaged participants on leveraging generative automation for bold, disruptive solutions.

A panel of leading experts, including Angela Fletcher, CEO, Xsomo Limited; Christopher Williams; and Ann-Marie Walters, Managing Director, Unicomer Jamaica Limited, joined the speakers in distilling the mindset and tools needed by top executives to create strategies that can outpace the market and respond to real-world challenges, complexity and change. The panel was moderated by Venneshia Sinanan, CFO of CB Group.