Professor of Organisational Behaviour & Human Resources (Education) and Academic Director, Master of Science in Innovation programme Thomas Menkhoff, SMU Adjunct Faculty Dr Frank Siegfried, and NUS Professor Jochen Wirtz co-authored an article about how strategy implementation and execution will not succeed if leaders do not speak with one voice about their vision. For example, the National Library Board outlines its mission and innovation goals in masterplans envisioning a world-class library system. These plans provide strategic purpose for its leaders and staff.