Strategy is about the 'what' and 'why' – defining goals, vision, and making deliberate choices. Execution is the 'how' and 'when' – implementing plans and managing processes. This distinction is crucial for my services, as I aim to focus on helping clients make strategic choices, rather than getting bogged down in the operational details of KPIs and budgets. The concept of a 'one-page strategic plan' also supports this, as it forces a focus on truly strategic elements and trade-offs, ensuring the plan reflects choices rather than just a list of tasks.