Communication: Say What You Mean, Mean What You Say

Abstract

A charismatic executive of a national retailer went to each company site last year and announced a new corporate strategy to employees: “Empower, free, and serve.” Not surprisingly, the announcement was greeted with loud applause, since these principles are like motherhood and apple pie. Yet, motherhood and apple pie can be understood more readily than his message.

Citation

Lippitt, M. (1997), "Communication: Say What You Mean, Mean What You Say", Journal of Business Strategy, Vol. 18 No. 4, pp. 18-20. https://doi.org/10.1108/eb039867