But a company with a strong vision for growth must by necessity be a leader in communicating change, and this is where a strong thought leadership platform plays a role.

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That means hiring and involving the right people, communicating the change and installing closed-loop systems and processes to track it closely.

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The key is walking the tight rope between what will change and what will not change, and communicating that effectively.

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Too often we focus on the day to day decisions our businesses require of us and forget that we need be communicating how our businesses are going to create radical, positive change in the future.

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While communicating workforce reductions is a worst case scenario, delivering messages about any change in the workforce is never easy.

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OnStar, for its part, acknowledges that it didn't do a great job of communicating these changes to its customer base and seems committed to making a change.

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Apple leverages elegant software solutions into fabulously designed products to change how people behave doing the most common activities: creating, communicating and interacting with friends and media.

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As social change messaging continues to filter beyond marketing and into broader business objectives, communicating respectfully with the 85% of consumers who are female will no longer be optional for advertisers.

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