Execute · Creation
EXECUTE is where the work gets made.
BUILD creates the blueprint. ALIGN verifies the blueprint. EXECUTE builds from the blueprint.
Before execution, the audience, purpose, strategic direction, story structure, and delivery format should be clear.
The blueprint
Audience and purpose
Strategic direction
Story structure
Delivery format
The expression
Commercial/video production
Campaigns and presentations
Websites and books
Keynote materials and other creative expressions
Whatever the delivery format, the job during execution is to protect the thinking that shaped it while actually making it.
The Execute Process
Build from the blueprint.
Depending on the format, the work can include:
Locations, casting, crew, equipment, shooting, editing and delivery.
Create from the established strategic direction.
Create the tangible expression from the blueprint.
Create in the format determined upstream.
Build from the established story structure.
Protect the thinking that shaped the work.
Execution still requires judgment.
The blueprint does not eliminate decision-making once creation begins.
Locations can fail. Wardrobe can malfunction. Talent can forget lines. Crew or equipment problems happen. Interviews may not produce the expected answer. Conditions change.
Judgment during EXECUTE protects the blueprint while adapting to reality.
Protect the blueprint while adapting to reality.
Execution turns the upstream thinking into something tangible.
The finished expression is ready to meet its audience.
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