It’s important


  1. Establish shared goals
  2. Hear the story
  3. What’s in it for you and me

(Sometimes, assurance of act is more important)


For a leader, a message needs to be communicated in many ways and repetitively. Once they feel they have communicated enough, they need to spend 5X efforts more.

It takes time to percolate.

Small stories work. Stories with 5–6 words too.

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