Kevin Ertell
Founder and CEO of Mistere Advisory and author of The Strategy Trap, with three decades of operational experience leading retail and e-commerce at brands like Nike, Sur La Table, Borders, and Tower Records.
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Mar 8, 2026 • 59min
Getting Your Strategy Right With Kevin Ertell
Kevin Ertell, founder of Mistere Advisory and author of The Strategy Trap, is a veteran retail and e-commerce operator. He talks about why execution—not ideas—fails. He covers incentives that shape behavior, co-creation and the 70% aligned rule, slowing down to create clarity, testing with frontline teams, and using AI to multiply time and insight.
