Why Messages Fail
Disciplined message development is the critical first step in creating communications that set an organization apart in the minds of its stakeholders. Unfortunately, most organizations commit two mistakes that result in ineffective messages:

• The "inside-out" approach — Organizations tend to focus on what they want to say rather than what the audience is interested in hearing.

• Lack of consistency — Management has one perspective; Sales has another. Marketing has its own goals and Operations has yet another set of expectations. Achieving cohesive communication is no easy task.

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