The concept *is* the execution
Working alongside advertising people, you hear the phrase “oh, that’s executional” a fair bit. Granted, ‘executional’ is a revolting neologism, but that’s not my big problem with the phrase.
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.
