A large part of Strategy Execution is getting others to act or not act in certain ways.
The first step is to get on the same page with the audience so that agreements and disagreements are meaningful and relevant.
The next step is to communicate messages so that the audience spends more time on 'acting' versus 'thinking' and 'understanding'. This will happen successfully when the message is simple, relevant and understandable.
If the audience spends more than a certain amount of time 'thinking' and 'understanding' you get churn. Confusion, loss of trust, emotional dysfunction follows. Skilled facilitation and self-control is needed to get past this phase.
Considering the diversity of audiences and the dynamic nature of the environment, mixed with the communicator's style, biases and preferences, this is not easy.
So is communication a journey, not a destination?
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