It’s planning season! Time to set goals and priorities for next year. But great plans go beyond the what. They also tackle the why, how, and who. These six dimensions can turn good plans into great execution: strategy, people, process, technology, structure, and communication.

One of the most eye-opening discoveries of my career was realizing a company wasn’t losing business because of pricing, product, or process, but because of how they made people feel.

Calling UX a “shared service” isn’t just inaccurate. It’s a subtle form of marginalization that undermines its role as a core product function alongside PM and Engineering.

To build a human-centered design capability, start by hiring strong generalists. Make inroads by building relationships and sharing impact.