From “AAAGH!” to Amazing: The Power of Committed Execution

It’s a phobia support group. Folding chairs. Nervous introductions. A safe space for healing—at least until it unravels completely.

Lee, the facilitator, welcomes the group and shares his own affliction: he has a phobia of the word spelled A-A-G-H!—the one you might scream when scared. He can’t say it. He barely manages to spell it. That word.

Then the others introduce themselves.

Jim reveals he’s afraid of apologies—specifically the word “sorry.” Without thinking, Lee reflexively apologizes… and Jim yelps in fear. “AAAGH!”—which, of course, sends Lee into his own spiral.

Karen says she’s afraid of repetition. Which becomes a bit of a loop. Ronnie has a fear of awkward silences, which is a real problem when Jim tries to explain that his phobia began with trying on his grandmother’s stockings. The group freezes. Ronnie twitches. And the tension bubbles up all over again.

At one point, a man barks involuntarily anytime someone references another person’s phobia. Things quickly descend into chaos.

And yet… it works. (see the video HERE.)

The initial comment on the Instagram clip says simply: “Brilliant writing.” And it is. But it only lands because of the buy-in, cooperation, coordination, and commitment of every single performer. Without that shared investment, the sketch would be painful. Cringe-worthy. A weird idea played poorly.

Instead, it’s a masterclass in group execution. Everyone treats their role with sincerity. No one breaks. The timing is immaculate.

And that’s exactly how strategic ideas work in the real world.

Inside organizations, we get excited about clever concepts and breakthrough plans. But even brilliant strategy—without full commitment—can fall flat. A great idea, half-executed, just looks dumb. Or worse, confusing.

Strategy isn’t self-fulfilling. It needs people to bring it to life with clarity, precision, and energy. Everyone playing their part. Everyone on tempo. Everyone believing it’s worth doing right.

That sketch is funny because of the writing—but it’s unforgettable because of the execution.

So the next time you’re preparing to roll out a bold new idea, ask yourself: is everyone ready to play this like it matters?

Because the difference between “AAAGH!” and amazing is all in the delivery.