In 1519, Spanish explorer Hernán Cortés arrived on the shores of Mexico with a bold mission: to conquer the Aztec Empire. Facing an uncertain future and a vastly larger enemy, Cortés made a radical decision—he ordered his men to burn their ships. There would be no retreat, no second-guessing. Their only option was to move forward and commit fully to the mission.

That level of commitment changed everything. It eliminated hesitation, focused their efforts, and forced them to adapt, persist, and ultimately succeed.

While we’re not setting sail to conquer new lands—not literally, anyway—the same principle applies to executing strategy. When teams and leaders fully commit—when there’s no mental “escape hatch” of half-hearted support—they unlock a different level of focus, resilience, and momentum. This doesn’t mean blind loyalty or ignoring challenges. It means choosing a direction, aligning behind it, and moving forward with conviction.

And commitment has real, tangible benefits. Research shows that when leaders and teams fully commit to a strategic direction, they gain several advantages that boost execution: greater focus, stronger team cohesion, and increased resilience in the face of challenges.

The Psychological Benefits of Commitment

When teams commit to a strategy, even with reservations, they experience powerful effects that strengthen execution. Focus improves, collaboration deepens, and momentum builds—driving both performance and team cohesion.

• Increased Team Cohesion: I’ve seen teams transform when they rally around a shared goal, and I bet you have, too. When everyone is moving in the same direction, bonds strengthen, collaboration improves, and work feels purposeful. Research in organizational psychology shows that teams united by a common purpose experience higher levels of trust and cohesion, which in turn improve strategic outcomes.

• Enhanced Focus and Productivity: One of the biggest execution killers is constant second-guessing. When a team commits to a single course of action, they stop revisiting decisions and start executing. Ambiguity fades, priorities sharpen, and productivity skyrockets. 

• The Self-Fulfilling Prophecy of Conviction: People underestimate how much belief drives execution. Just acting as if you believe in a strategy—even when doubts exist—creates a reinforcing cycle. The effort and focus that come with commitment increase the strategy’s chance of success, which in turn builds more confidence in it. It’s a self-fulfilling prophecy in the best possible way.

• Reduced Stress and Anxiety: Indecision breeds stress. When teams aren’t sure where they’re headed, uncertainty takes a toll. But when people commit—even to an imperfect plan—it reduces the mental exhaustion of constant re-evaluation. Clear direction brings clarity, and clarity reduces stress.

• Strengthened Resilience: Setbacks are inevitable. But when a team is fully committed, they don’t splinter when challenges arise—they adapt, adjust, and push forward together. This resilience is one of the most valuable benefits of commitment.

• Enhanced Leadership Credibility: Leaders who commit without wavering build trust. Employees take their cues from leadership—if they see hesitation, they hesitate. But if they see conviction, they’re more likely to align and engage.

Key Principles for Building Commitment

Commitment rarely happens organically; it has to be built intentionally. The strongest organizations build commitment through five key principles:

• Encourage Open Debate, Then Align Completely. Debate is healthy, but once a decision is made, alignment must be absolute. Teams that keep revisiting decisions undermine execution. The best leaders create space for discussion early—then expect full buy-in once the direction is set.

• Prioritize Alignment Over Agreement. Teams don’t need to agree on every detail, but they do need to move forward together. If people walk out of meetings saying different things, misalignment will spread. True commitment means presenting a unified front.

• Secure Cross-Functional Sponsorship. A strategy that relies on multiple teams but is only “owned” by one is a strategy that will stall. Execution requires champions across departments—leaders who aren’t just aware of the plan but actively backing it and driving accountability.

• Assess Commitment at All Levels. Top-down mandates don’t work if execution teams aren’t on board. A lack of commitment at any level—whether it’s middle management or frontline employees—weakens execution. We have to actively test for buy-in, uncover resistance, and address it early.

• Lead by Example, Starting at the Top. People take their cues from leadership. If executives treat strategy like just another initiative, so will everyone else. Strategy needs a champion at the top—someone who reinforces it in every meeting, conversation, and decision.

Aim for 70% Aligned, 100% Committed

This has been a guiding principle for me for years. In strategy, you’ll never get 100% agreement, and that’s okay. The goal is to get each person at least 70% aligned—meaning they understand the decision, see its logic, and can support it.

And let me be clear—this doesn’t mean seven out of ten people voted yes while three disagreed. It means that each individual is at least 70% on board. If someone is far below that, others in the organization likely share their concerns. Those concerns need to be surfaced and addressed before moving forward.

Once a decision is made, commitment must be total. No second-guessing, no passive resistance. Execution succeeds when teams trust the process, commit fully, and move forward with conviction.

Commitment in Action: Building a Path to Success

Commitment is what turns strategic plans into reality. Leaders must cultivate alignment, foster accountability, and demonstrate their own dedication to the vision. These practices build resilience, cohesion, and clarity—creating a foundation for successful execution.

Commitment is the final piece that makes co-creation complete. We’ve explored how to bring the right people into the process, gather diverse perspectives, and build alignment. But none of that matters if people walk away still feeling half in, half out. Co-creation without commitment is just participation. True co-creation means that the people who helped shape the strategy now own it, drive it, and champion it through execution.

When leaders and teams commit—fully and without hesitation—the strategy stops being theoretical and becomes real. It gains the momentum needed to move forward, adapt, and ultimately succeed. And that’s when strategy stops being something written down and starts becoming something lived.

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This post is an excerpt from my upcoming book, a practical handbook for executing strategy from an operator’s point of view. Drawing on decades of real-world experience, it’s designed to help leaders turn strategy into action through clear, actionable steps. Stay tuned for more insights and updates as we get closer to launch!