Home > Sectors > Asset Production > The Strategy Execution Challenge in Property Development

The Strategy Execution Challenge in Property Development

Watch the short film

Play Video
Property development strategy rarely fails on paper. What research on decision rights explains about where it actually breaks down.

Why it happens

A development strategy set at board level typically specifies what should happen — which asset classes, which geographies, which return thresholds — without specifying who has final authority when two of those priorities point in different directions on a live scheme. That ambiguity is rarely visible while a pipeline is small, because a small number of senior people can resolve every conflict personally, in real time, without anyone needing to formalise where authority sits. It becomes visible precisely when volume grows past what that informal resolution can absorb, at which point every stalled decision looks, from a distance, like a planning delay or a funding delay, when the underlying cause is frequently that nobody was clearly positioned to make the call.

This connects to a broader pattern Larry Greiner identified in his research on organisational growth: practices that worked at one stage — in this case, informal resolution by a small senior group — become the constraint at the next stage, not because they were poorly designed, but because they were sized for a scale the organisation has since outgrown.

There is also a specific reason property development makes this ambiguity more costly than it would be elsewhere: the cost of an unresolved decision compounds with time in a way few other business activities do. A stalled decision in a services business typically delays a single deliverable. A stalled decision on a live development site can delay a construction programme with its own fixed costs running regardless, push a scheme past a financing deadline, or miss a planning window that will not reopen for months — which means the same underlying ambiguity about who has authority produces a much larger financial consequence in this sector than the ambiguity itself would suggest.

How this presents in property development specifically

The clearest version of this problem sits at the boundary between the investment committee that approved a scheme’s original business case and the delivery team executing it months or years later, once market conditions, costs, or planning requirements have moved. The original approval specified a set of assumptions; it rarely specified who has authority to make trade-offs when those assumptions no longer hold, and re-escalating every such trade-off to committee level introduces exactly the delay a growing pipeline can least afford.

A second, quieter version sits between the organisation and its external funding or planning partners. A scheme’s internal strategy can be entirely clear while its external partners operate to different timelines, different risk appetites, and different definitions of what “on track” means — and because those partners sit outside the organisation’s own reporting lines, a stalled decision at this boundary is often the hardest of all to see coming, and the easiest to misattribute to the partner’s slowness rather than to an internal ambiguity about who owns the relationship and the trade-offs within it.

A third version, less discussed than the first two, sits inside the delivery team itself as a scheme grows more complex. Design decisions, cost decisions and programme decisions are frequently owned by different specialists, each with genuine authority in their own domain, and a change that improves one can quietly worsen another — a design revision that improves lettability may add cost or time that neither the designer nor the delivery lead individually has authority to accept on the scheme’s behalf. Where no single role holds authority across all three, the trade-off itself becomes the stalled decision.

Where this shows up

People working in real estate businesses will probably recognise this pattern first. The wider Asset and Production-Based grouping and the other sectors page show how it presents elsewhere.

Questions worth considering

  1. When a scheme’s original assumptions no longer hold, who currently has authority to adjust the plan without a full re-escalation?
  2. Where does the organisation’s strategy rely on external partners whose own decision-making pace was never explicitly built into the plan?
  3. Which recurring delays have been attributed to planning or funding partners that, on closer inspection, trace back to an internal decision the organisation had not clearly assigned?
  4. Where design, cost and programme decisions genuinely conflict on a live scheme, who currently has standing to resolve the trade-off between them?

Your team is facing similar challenges?

Would It Have Happened Anyway? — strategy execution
The Riddle Ledger, a brand of Zoom Riddle

Subscribe to The Riddle Ledger

Perspectives are sent as they are published, with no promotional email, and you can unsubscribe at any time.

Sources

Larry E. Greiner, “Evolution and Revolution as Organizations Grow,” Harvard Business Review, Vol. 50, No. 4 (July–August 1972), pp. 37–46; republished as an HBR Classic, Vol. 76, No. 3 (May–June 1998).

Paul Rogers and Marcia W. Blenko, “Who Has the D? How Clear Decision Roles Enhance Organizational Performance,” Harvard Business Review, Vol. 84, No. 1 (January 2006), pp. 52–61.

You need a PDF version for a meeting?

Frequently Asked Questions

External planning timelines are a real constraint, but Rogers and Blenko’s research points to internal decision-rights ambiguity as a separate and often larger factor — one within the organisation’s own control, unlike the planning system itself.
A template can clarify what was assumed at approval, but it does not by itself assign who has authority to revisit those assumptions later — which is the specific gap the research identifies.
It feels safer, but Rogers and Blenko’s research on decision-rights bottlenecks suggests that over-escalation is itself a common failure mode — every trade-off routed upward adds to a queue competing with every other scheme’s trade-offs, which recreates the shared-resource strain in a different form.
Greiner’s growth research suggests informal resolution by a small senior group works at low volume and becomes the bottleneck once volume exceeds what that group can personally absorb — the mechanism does not appear until growth has already outpaced it.
Rarely on its own — the delivery team can only escalate; it cannot grant itself authority it was never assigned, which means the ambiguity has to be resolved at the level that set the original strategy, not at the level executing it.
The cost of an unresolved decision compounds with time in a way few other activities do. A stalled decision in a services business typically delays a single deliverable, whereas on a live site it can delay a construction programme with fixed costs running regardless, push a scheme past a financing deadline, or miss a planning window that stays closed for months.
External partners operate to different timelines, risk appetites and definitions of what “on track” means, and they sit outside the organisation’s own reporting lines. A stalled decision at this boundary can be hard to see coming and easy to misattribute to the partner’s slowness, when the underlying issue may be internal ambiguity about who owns the relationship and its trade-offs.
Design, cost and programme decisions are frequently owned by different specialists, each with genuine authority in their own domain, and a change that improves one can quietly worsen another. A design revision that improves lettability may add cost or time that neither designer nor delivery lead can accept alone, so the trade-off itself becomes the stalled decision.