In my consulting business, I've often said, (and more often thought), that good business planning is 9 parts implementation for every 1 part strategy.
I have argued for years that implementation, not strategy, is what usually separates winners from losers in most industries, and generally explains the difference between success and failure in most organizational change efforts, sales campaigns and so on.
It could be that strategy is very important to the success of firms, but it does not explain differences among firms in an industry because following the right strategy is required to stay alive. Executing strategy explains the differences in performance among living firms.
And how about this one: Better to have a mediocre long-term strategy consistently applied for years than a series of brilliant but contradictory strategies that never last long enough to matter.
Developing creative new innovative strategy is fun, but most good strategies are sort of boring, particularly when you keep to them over the long term. Implementing strategy is work.