That time you made the big announcement about the big change?

They didn’t hear you.

That time you introduced the new approach to the new opportunity?

They didn’t hear you.

That time you made it clear that the thing that went wrong wouldn’t go wrong again?

They didn’t hear you.

Everything – EVERYTHING – must pass through the filter of “what’s in it for me.” That’s why you have to say it again.

And again. And again. And again.

Stick with it. They will hear you.

Soon, they will hear you.

DAVID BERRY is the author of “A More Daring Life: Finding Voice at the Crossroads of Change” and the founder of RULE13 Learning. He speaks and writes about the complexity of leading in a changing world.

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