Mr. Horvath: It's not really about the category but the method of execution.

WSJ: How Did Those 'Ugly Dolls' Come to Be? Their Creators Explain

"It is an overused term, but right now it's all about execution, " says Timothy Rigas, second-oldest son and the man running the company day to day.

FORBES: All Over the Map

This is easy to talk about, but it is all in the execution.

FORBES: Your Corporate Strategy: It Just Doesn't Matter

The use of a triple pun could be cloying in a less sophisticated execution, but here, the fact that the app is about polls between polar opposite choices and that the logo (and mascot) for the design is a polar bear is smile (not groan) inducing.

FORBES: Move up http://i.forbesimg.com t Move down

But, outside this exceptional case, support for execution has dropped from 80% in 1994 to about 66% today.

ECONOMIST: Timothy McVeigh��s execution

But every investor and advisor I know has to think a long time before they can talk about the best execution they have ever seen.

FORBES: Are You an Entrepreneur Who Can Make a Business Fly?