Businesses run their ads for weeks, months, and sometimes years. Lawyers tell their story as they make opening remarks, as they question their own witnesses, again as they cross-examine the opposing witnesses, and as they summarize to the jury. Television sportscasters describe the play fans have just watched for themselves. Politicians insert the same talking points in stump speeches, debates, and campaign ads. Singers repeat the refrain after every verse.

Why? People hear what they expect to hear. They don't hear what they don't want to hear. To overcome that natural tendency to tune out, you'll need to repeat your message in multiple ways, at different times, using different methods to get your point across.


So be prepared to:

- Provide regular updates.

- Announce changes ad nauseum.

- Discuss the new strategy in team meetings.

- Create news stories and newsletters to share successes and highlight new initiatives and strategies.

- Mention key messages in company-wide meetings, department meetings, and other staff meetings.

Sooner or later, people will begin to hear it.

Repeat. Repeat. Repeat. Repetition drives retention.