A cook follows a recipe perfectly to make a delicious sambar. A chef thinks about cooking and writes recipes that cooks can follow.
An engineer follows a manual to manufacture quality goods. An innovator thinks about manufacturing to create a manual for engineers to follow.
A footballer executes a game plan and helps his team win the league. A coach thinks about football to invent a winning game plan for her team.
Execution is about following a procedure to obtain results. To go beyond execution is to go past the results and think about the process.