Lance Mortlock is a seasoned strategist with 25 years of experience, an adjunct professor at the University of Calgary, and the author of Outside In Inside Out and Disaster Proof. We spoke about the critical role of strategy in today’s unpredictable, fast-changing landscape, where leaders face unprecedented complexity—from tariffs and geopolitical shifts to climate change and digital transformation. Lance unpacks why a well-defined strategy, paired with relentless execution, is more urgent than ever, drawing from his global work with organizations and his research into emerging trends.

What stands out most is Lance’s emphasis on execution as the linchpin of success. He warns, “Strategy execution failure is at 90%. So strategies fail mostly because we don’t execute them well 90% of the time.” This sobering statistic underscores his core argument: it’s not enough to craft a brilliant plan—you have to follow through. He also highlights the chaos of modern leadership, noting, “One in ten CEO appointments fail within the first two years. It’s incredibly hard to lead right now.” Amid this turbulence, Lance offers a lifeline: his diamond framework, a practical tool to balance external trends with internal strengths and drive results.

We explored 10 megatrends shaping 2025 and beyond—like the 147 zettabytes of data created in 2024 (most of it unused), the $2.5 trillion invested in digital, and 2024 being the hottest year on record. These forces demand strategic clarity, yet Lance points out common pitfalls: “We spend too much time emphasizing strategy development but not enough time on execution.” His framework—outside in, inside out, prepare to execute, and execute—cuts through the noise, offering a roadmap for leaders to navigate risk and uncertainty.

Takeaways? First, speed trumps size—Lance echoes Rupert Murdoch: “The big will not beat the small anymore. It will be the fast beating the slow.” Second, talent is non-negotiable; he’s shocked that “only 36% of organizations have a talent management strategy,” given people bring plans to life. Third, simplicity wins—strategy must be clear so “employees understand, remember and believe in it.” This conversation is a wake-up call for anyone steering a business through today’s stormy waters—strategy isn’t optional, and execution is everything.