While the messages themselves were pivotal for embedding the strategic intent in the organization, so too was the language used to convey them. It was simple, evocative, and memorable. In any organization, the choices at the top must be precisely and evocatively stated, so that they are easily understood. Only when the choices are clear and simple can they be acted uponâonly then can they effectively shape choices throughout the rest of the organization. These simple strategy messages can capture the very heart of the organizationâs intentâand to be effective should be repeated over and over againâto
different groups, in different contexts, creating a mantra for the organization.