In our discussion of our overarching strategy framework, we have mostly emphasized the importance of a coherent strategy formulation and somewhat left aside the mechanisms by which the strategy is implemented. A coherent strategy should affect consistently all the activities of the firm, in particular its structure and how its various functions operate. This internal alignment is the constant source of difficulties and challenges. People are the key to all resources, but they are also a tricky resource to manage. They disagree and their support to measures promoting strategy coherence requires careful management. This is generally the source of constant and sometimes difficult adjustments. These difficulties and challenges are revealed, guided by answers from our PSM CEO interviews and survey.