CD Baby founder

Your great strategy needs great execution, and this book brilliantly describes how. Its focus on co-creation, involving your team from the start, is so key. Great actionable real-world tools to make your strategy a reality. I wish I could have read this years ago.

Bestselling Author
Former SVP, Forrester

There are countless books on strategy. None of them are worth a damn without a detailed plan to communicate with, engage, and energize your workforce. Kevin Ertell's book is the desperately needed guide that every strategist and manager must follow to ensure that the quality of your execution matches the creativity of your strategy.

Founder and CEO, Thrive Advisors

The Strategy Trap" is the book I wish I had early in my career.  While most strategic planning books focus on theory and the elements of strategy, Ertell's book is a practical guide for developing and implementing a strategy that will be embraced by employees and effective at driving results.  Highly recommended for anyone involved in the strategic planning or implementation processes.

Founder & CEO, Org.Works

The Strategy Trap is a refreshing antidote to the glossy strategy decks that go nowhere. Kevin Ertell brings a seasoned operator’s eye to the messy, often-overlooked reality of execution. He understands that strategy and execution are one continuous act, and shows how to align teams, shape decision-making, and foster a culture that actually delivers. Leaders focused on organizational effectiveness will find this an especially valuable companion on the journey to real results.

Founder M2 Collaborative
author of Built on Belief - Why Cultures of Commitment are THE Competitive Advantage.

Most strategies don’t fall apart in theory – they fail in execution. In The Strategy Trap, Kevin Ertell reveals why even the boldest plans fall apart, and what leaders can do to close the gap between vision and reality. With real-world examples, practical insights, and a call for co-creation over top-down direction, this book reframes execution as the true engine of success driven by teams who fully commit driving both performance and cultural cohesion. If you’re ready to turn strategy into shared purpose and performance, this is your guide to making bold visions stick—and succeed.

Former CEO of Vince Holding Corp

Kevin doesn’t just understand execution, he lives it. I saw it firsthand when we worked together at Sur La Table, where he brought clarity, alignment, and results across the organization. In The Strategy Trap, Kevin distills that same practical wisdom into a clear and compelling guide for any leader who’s tired of watching strategies fall flat. This is a must-read for anyone serious about making strategy actually happen.

Strategic advisor, bestselling author of Remarkable Retail and Leader’s Leap

Laced with powerful case studies and packed with pragmatic advice, The Strategy Trap provides a wakeup call that few leaders can afford to ignore. Kevin Ertell gets right to the heart of the matter with a book that is insightful, challenging, and fun to read.

Founder of ThinkersOne, author of Six Pixels of Separation & CTRL ALT Delete

Strategy is easy to admire… until you try to make it happen. This book nails a truth we don’t talk about enough: the hardest part of strategy isn’t thinking... it’s follow-through. My friend, Kevin Ertell gets it. The Strategy Trap doesn’t just break down why teams stall, it gives you the tools to get unstuck and stay moving. He has written the rare business book that doesn’t worship the whiteboard... it rolls up its sleeves and gets into the messy reality of execution. This book is filled with tools you’ll actually use, stories that feel too familiar, and a framework that finally connects vision to velocity. If you’ve ever watched a smart idea die slowly in a Slack channel, this one’s for you.

Retail Analyst, Forrester

Kevin Ertell weaves together first-hand experience as a Fortune 500 executive, solid research and practical frameworks to create this essential strategy guide.  The Strategy Trap provides a map for leaders to make sure their beautiful powerpoint decks actually turn into great business outcomes.

President, Pantone

What truly separates visionary companies from the rest isn't just imagination - it's ruthless, disciplined execution. This book gets that and gives you practical tactics for how to execute. It understands that a great strategy isn't about flashy ideas; it's about delivering, consistently and with precision while co-creating with your teams on the journey. Every page reflects the mindset and tools needed to actually move things forward. For anyone serious about taking your company to new heights and creating lasting change, this is required reading.

Bestselling author of Human Pride and Retail Pride

I’ve seen firsthand how brilliant strategies collapse when execution isn’t built into the plan, and Kevin Ertell has lived that truth, too. In The Strategy Trap, he offers the guide I wish every leader had: practical, people-first insights that bridge the gap between intention and impact. Kevin and I share a deep belief that strategy only works when the humans behind it are aligned, empowered, and connected to the mission. If you care about making your strategy real—not just writing it down—this book is your blueprint.

President, Water Sports Division, Solo Brands

As someone leading multiple growing brands, I know how easy it is for strategy to get lost in the day-to-day. The Strategy Trap is a practical, no-fluff guide to keeping your team aligned, focused, and actually delivering. I’ve seen Kevin bring that kind of clarity and momentum firsthand at Nike, and this book is packed with the same operator’s wisdom. I wish more strategy books understood execution like this.

Partner & Vice‑Chair, Consello

You can’t transform a company by handing out a strategy deck and hoping for the best. You have to create the conditions for people to bring it to life every single day. That’s what “The Strategy Trap” gets right.Kevin doesn’t just talk about execution, he’s done it. This book is a practical, grounded guide for leaders who are ready to move from words to action, from vision to real impact. If you want your strategy to actually work in the real world—with real people—read this.

3-time CEO, Butterworks, College Humor, Nylon

Kevin Ertell has written an excellent guide that is both highly practical and enjoyable to read. Through concrete, real-world examples, The Strategy Trap demonstrates how successful companies navigate complex challenges and turn strategic thinking into measurable results. Among the myriad solutions the book highlights, 'Creating space' and stopping the 'yes mess' particularly resonate as actionable approaches to common problems many leaders face. This is a pragmatic roadmap for anyone who wants to understand what great strategy looks like and how to execute it

CEO, Greater Cleveland Partnership

Bold visions and smart strategies are easy – but success and outcomes depend upon alignment and execution. The Strategy Trap offers not only that reminder, but also a roadmap and toolkit filled with practical methods and compelling stories to achieve impact. As a business and civic leader, I found myself reflecting on how to better develop and translate our ambitious strategies into lasting regional benefit. The book is valuable for anyone committed to transformational growth.