Shifter

In part two of our miniseries on execution, executive coach Audrey Camp returns to unpack the hardest part of running a company: Focus. Why is it so elusive, even for the most driven founders? How do OKRs help cut through the noise? And what happens when teams lose focus—and motivation?Lucas and Audrey dig deep into how execution thrives when everyone is aligned, and how focus isn't just a mindset—it's a system.In this episode you’ll learn:Why most companies are 30% less effective than they could be—due to lack of focusHow OKRs help organizations say no to distractions (even tempting ones)The difference between being busy and being effectiveHow to recognize and reward the right work, not just the visible or heroicWhy performance struggles are often rooted in poor focus, not poor effortAbout Audrey Camp:Audrey is an executive coach working with scaleups across Europe. With a background in communication and deep experience from Cognite, she helps leaders grow into their roles, define what matters, and execute w