There are a number of trigger phrases that people use to try to
prevent you focusing on the detail of a project and back to
nice, sweeping, high-level thinking, and ‘that’s
executional’ is one of them. I think it is supposed to mean
that the particular detail you’re focusing on is not central
to the service under discussion and is something that can be
worked out at a later date.
This attitude frustrates me so much because I think you make great
services by obsessing over details. I think one of the ways to
make awful services is by developing some pure, abstract concept
in isolation from how people will actually use it. To me, the
concept is contained in the execution.