If you work at a tech company you are probably familiar with this phrase: We just need to execute!

The idea that “execution” is separated from a higher-level decision or strategy is just a way for companies to separate rank and create hierarchy. And it’s false.

Thinking is execution. Making the strategy is execution. Debating is execution. Making decisions is execution.

Most product teams believe someday the stars will align and provide them with the time to “think more strategically” and then they just go and build things without a true strategy because leaders force “execution.” This ensures we get the dopamine hits that make us feel good about work. After all, “We launched X!” feels much better than “We determined not to do X because it doesn’t match our strategy.”