Most retail strategies don’t fail because they’re bad ideas, they fail because strategy execution breaks down. In this episode, *Ricardo* and *Casey* sit down with *Kevin Ertell,* author of _The Strategy Trap,_ to unpack why execution collapses and how leaders can finally get it right.
Kevin shares insights from 30+ years at *Nike, Sur La Table, Borders,* and *Tower Records,* plus interviews with 60+ operators. He explains why “most strategies fail later, not loudly” and how his Six Cs framework helps teams transform strategy execution into real‑world results.
If you’re launching a new retail strategy this year, this conversation will help you avoid The Strategy Trap, strengthen your strategy execution, and build a culture where execution thrives.
⏱️ *In This Episode*
- Why strategy execution fails
- The Strategy Trap explained
- The Six Cs framework for execution
- Early warning signs your strategy is in trouble
- Why co‑creation and clarity matter
- How to slow down to speed up
- Real examples from Nike, Borders, and more
🔑 *Key Topics*
- Strategy execution
- The Strategy Trap
- Retail leadership
- Retail transformation
- Execution frameworks
- Co‑creation and clarity
- Retail culture and incentives
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*The Retail Razor: Retail Transformers S2:E2*
*Released on February 12, 2026*
*Guest info*
*Kevin Ertell*
Author, *The Strategy Trap: Why Companies Fail at Execution and How to Get It Right.*
https://a.co/d/04AqxywE
https://www.linkedin.com/in/kevinertell/
*Kevin Ertell* is a veteran executive and trusted advisor with more than 30 years of experience leading transformations at brands like Nike, Tower Records, and Sur La Table. As founder and CEO of Mistere Advisory, he helps companies of all sizes bring clarity, alignment, and action to their strategies. Known for his straight talk, practical insight, and ability to cut through complexity, Kevin draws on deep experience across leadership, operations, and digital growth to help teams turn ideas into results. When he’s not helping companies get unstuck, he’s likely playing bass, cooking for family, or following Cleveland sports with stubborn optimism.
*Chapters*
00:00 Preview Teaser
01:22 Show Intro
04:21 Welcome Kevin Ertell to the Retail Transformers Podcast
07:54 The Strategy Trap: An Introduction
10:15 Common Pitfalls in Strategy Execution
11:53 Techniques for Successful Execution
14:58 The Six Cs Framework
24:13 The Importance of Co-Creation, Clarity, and Capacity
25:29 Showtime: Communication, Coordination, and Coaching
26:31 Coaching as a Leadership Tool
27:30 Real-World Example: Borders Rewards Program
30:56 Key Decisions Before Strategy Kickoff
32:41 Slowing Down to Speed Up
37:23 The Role of Company Culture
39:03 AI in Strategy Execution
41:41 Conclusion and Final Thoughts
44:08 Show Close
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