The document discusses the importance of leadership communication and eliminating uncertainty. It shares advice from Colin Powell that the most important thing is for troops to understand where they are going. People can manage change but not uncertainty, so it is the job of leaders to eliminate uncertainty and make sure people understand the strategy and mission.

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15. The most important thing is making people understand the strategy and the message, and be out in front of the people so that they actually understand the mission. I asked Colin Powell once, “What do you think is the most important thing?” He said, “The most important thing is the troops have to understand where they are going.” People don’t like change, but they can manage change. They can’t handle uncertainty. I think it is the job of leaders to eliminate uncertainty. James J. Schiro, C.E.O. of Zurich Financial Services

16. The other most important thing is making people understand the strategy and the message, and be out in front of the people so that they actually understand the mission. I remember I had just been elected senior partner of PriceWaterhouse, and we had our new partners meeting, and Colin Powell came to speak. I was talking to him before the meeting, and I said, “Well, what do you think is the most important thing?” He said, “The most important thing is the troops have to understand where they are going.” People don’t like change, but they can manage change. They can’t handle uncertainty. I think it is the job of leaders to eliminate uncertainty.

17. Pastries

18. All natural Fresh Warm Easy to find

19. Poor quality product Inconsistent availability Visually unappealing

20. Declining sales Low customer satisfaction Lack of leadership engagement

21. Think grass…

22. … to bonus

23. Collaborate and leverage expertise

24. Choose a course and stick to it

25. Know your market and where you are in it

26. Risk

27. Fail fast

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29. help

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