I 100% agree with you about execution, but Roger said that "A company's strategy is what it does".

I would ask you to consider that many organizations -- the U.S. military springs to mind -- prepare multiple strategies (plans or intent) and choose to execute only one.

I absolutely love the idea of dividing strategy into planning and execution, but redefining strategy AS execution is misleading and counterproductive to clear communication.

These terms have well-established meanings. I'm simply suggesting that for the sake of clarity, use them consistently.