Link: The concept is the execution

The Concept is the Execution

I think this is a problem that’s easy to hit from the largest grandiose plans to the smallest website project. The devil is in the details.

There are a number of trigger phrases that people use to try to prevent you focusing on the detail of a project and back to nice, sweeping, high-level thinking, and “that’s executional” is one of them. I think it is supposed to mean that the particular detail you’re focusing on is not central to the service under discussion and is something that can be worked out at a later date. […]

I can never shake the feeling that people dislike getting into details because that’s when service design gets hard, as if it’s the concept that is always right and that the details can be massaged and shaped to fit. Coming up with a grandiose plan is relatively easy, but working out how much of the plan can actually work in detail is much harder. I think we could work much more efficiently if we got into detail sooner.

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