Last time, we talked about the importance of doing good strategy before execution. This time, we'll explore why that is. Execution alone is formless matter. It's raw content. Pure execution. As such, it has no idea, no concept, behind it. Pure execution can be judged by standards of execution alone. That means we can assess the design or the copy, or the technology as such. It's "good design". It's "bad writing". And so on. But, without strategy, the execution cannot be judged. That is, the execution cannot be assessed as being right or wrong. To be judged in this way, we would have to know why the execution was produced—its goals and plan. Without knowing this, without knowing the strategy, we can't make such a determination. So, to even begin to perform or understand execution, let alone judge its effectiveness, we must be aware of its strategy or attribute to it. In this way, anything significant about an execution depends on also knowing its strategy.