Frequently changing your message can lead to the “flavor of the month” problem: People don’t act because they figure that if they wait a few days, the message will change.
Make your message too complicated, and people may not understand how to translate it into action.
Talk about a compelling reason to keep it simple.
Procter & Gamble CEO A.G. Lafley is a master at keeping marching orders “Sesame Street simple” and repeating them over and over. It’s an approach suited to his company, made up of 138,000 employees.
Human beings “don’t want to stay focused,” he says. “So my job is to get them to focus their creativity around the focus; focus their productivity around the focus; focus their efficiency or effectiveness around the focus.”
— Adapted from “Turning the Tide at P&G,” Alex Markels, U.S. News and World Report.