If communication is to work, we need to have the right message and the right messenger. The timing must be appropriate and unnecessary obstacles should be avoided. We may need to be direct on some points and diplomatic on others and we'd better know the various audiences because there is seldom only one.
And we should always, always, be thinking several steps ahead and, if possible, very far ahead. Producing a disaster in ten years via a quick victory today can be the height of incompetence. Meaning well will not excuse it.
We have to grasp the downsides even better than our critics. If we can't see any, we need to look again for there are always downsides. And we are expected to know those negatives because part of our message is that we can be trusted and trust requires integrity and competence.
If those are not present, why should anyone listen to us?
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