Communicating the vision and strategies requires repetition and the use of a multimedia approach. The key messages need to be repeated time and again with the use of different vehicles, for example meetings, presentations, speeches, in-house publications and e-mails. It is preferable to use language that is straightforward and jargon free. Inconsistencies should be explained and reactions tested. It is desirable to bring messages alive with stories, examples, metaphors and analogies. Above all, leadership by example is critical. Leaders must behave in a way that is consistent with the vision.