chega a empresa na sua fase de maturidade e a cultura da empresa ja esta consolidada. O importante e perceber que as vezes a cultura, o estilo de gestao e a lideranca tambem precisam ser ajustados para que o Planejamento Estrategico possa ser executado pela organizacao. Mesmo que o quadro na parede destaque os pontos fundamentais da estrategia da empresa, e na atitude do dia-a-dia do gestor que os colaborados fazem a leitura da real importancia da estrategia para a empresa.Yoshio Kawakamiyoshio@raizconsultoria.com.br WHEN HAVING STRATEGY IS NOT ENOUGH...Often the automatic answer to business problems is strategy. A consultant or facilitator is sought who presents a proven model of Strategic Planning and coordinates the activities together with the managers of the company to elaborate the Strategic Plan. Knowing where to go is a fundamental starting point for business, right?After some time, it is observed that despite having a well-designed plan with clear objectives, the company can not significantly improve its results and its internal environment. As the days pass, the Strategic Plan becomes outdated and the target of criticism or disbelief. However, everyone keeps doing the same thing they did before planning as if that's the best thing for the futuro of the company...This situation repeats itself quite frequently and generates basically 02 consequences. One is disbelief in planning and the other is the opportunity for a new consultancy, the "one in the turn".But often the strategic plan developed made sense to the company at that time and even if there were other consultancies, the plan would probably not have been much different. However the plan was not able to ensure the expected result or the expected evolution of the company ...A critical point of attention that is almost never emphasized in an unsatisfactory process evaluation is the efficiency of the executive responsible for the company, who may not be primarily responsible for implementing the company's strategic process. Even though the Strategic Plan has been carefully designed and has desired quality, there is another key aspect to its success. The management and leadership of the executive!One of the things that makes the difference may be the presence of an executive who has an appropriate leadership style and management to execute the strategy. The executive can be a hired professional, the founder himself or a family member of this executive.The profession of an executive presupposes accountability to the company's strategy. Its role is to execute the strategy approved by the board or the company.On the other hand, the founder or the family member as an executive can present a degree of freedom that often affects the necessary strategic commitment and impairs the execution of the strategy. Sometimes the owner has more "will" than "strategy" due to interests that go beyond the management of the company.When developing a Strategic Planning, it is also essential to consider the peculiarities of the family or the founder as the company's chief executive. The implementation project requires special care in creating the commitment of the company's top executive and organization to align with their management and leadership style.Professional executives