When in Doubt, Say It Again
Great communication isn’t a one-time event. It’s a process—a rhythm—that unfolds over time. Messages need to be reinforced, adapted, and repeated to stick. Leaders who miss this risk leaving their teams confused, unmotivated, and misaligned with the strategy.
In fact, the most common communication mistake leaders make is saying too little.
A study published in the Academy of Management Journal found that leaders are 10 times more likely to be criticized for under-communicating than over-communicating. Employees consistently report that their leaders don’t provide enough relevant information to meet their needs. What’s more, leaders who under-communicate are often perceived as less empathetic, less credible, and less effective.
Simply put: When in doubt, say it again.
But it’s not just about quantity. It’s about calibration—aligning our communication with what employees need most: clarity, context, and repetition. Leaders who consistently reinforce key messages are perceived as more capable, more connected, and more trustworthy.
That’s why continuous communication—the deliberate, ongoing reinforcement of our message is a leadership essential. It’s how we sustain alignment, build momentum, and ensure our strategy sticks.
In my experience, repetition is one of the most overlooked—and underappreciated—aspects of communication. Many leaders assume that saying something once—or even twice—is enough. But it’s generally not even close to enough.
People forget. Quickly. According to German psychologist Hermann Ebbinghaus and his famous Forgetting Curve, we forget about 90% of new information within 30 days unless it’s reinforced. This means that even if our message was clear, compelling, and perfectly delivered, the vast majority of our audience will forget most of it in just a few weeks.
Fortunately, repetition can counteract this effect. Repeating information at carefully spaced intervals helps cement it in long-term memory. Research shows that spaced repetition—revisting a message multiple times over days or weeks—is particularly effective for retention. The more often our team hears the message—and the more ways we deliver it—the more likely it is to stick.
Repetition Isn’t Redundancy
Repetition doesn’t mean parroting the same words over and over again. It’s not about mindless echoing. It’s about finding fresh ways to reinforce the same core message.
A study in Organization Science found that employees are more likely to retain and act on repeated messages when the communication is adapted to different contexts, formats, and audiences.
To make repetition meaningful and impactful:
Alter the Format: Present the same idea in different ways to keep it fresh. What you share in a town hall can later be reinforced through a one-on-one meeting, a visual infographic, or a follow-up email. Some people absorb information best by hearing it, others by seeing it, and others by doing. The more varied our communication, the more inclusive and effective it becomes.
Address Different Perspectives: Tailor the message to specific teams or roles. What resonates with Marketing might not hit home with Operations. Adjust your communication to reflect their priorities and day-to-day realities.
Use Stories and Examples: Bring the strategy to life with success stories, customer testimonials, or real-world applications. Stories create emotional reactions—and emotions are sticky.
Test for Understanding: Just because you said it doesn’t mean they heard it. Check in. Ask questions. See what’s landing and where there’s still confusion.
Repetition works—but only when paired with the right timing. That’s where the real magic happens.
Cognitive psychology research shows that spacing matters as much as frequency. Repeating a message too quickly—or cramming it all at once—can overwhelm your audience and dilute its impact. When information comes too fast, it blurs into background noise.
The real power of repetition comes from spacing messages out over time. This gives people the mental breathing room to process, reflect, and retain what they’ve heard.
Space It Out: After the initial rollout, follow up with key points a few days later, then again a week later, and so on. Gradual reinforcement aligns with how our brains convert information from short-term to long-term memory.
Build It Into Routines: Don’t treat repetition as a separate task. Embed it into regular rhythms—team meetings, dashboards, newsletters, 1:1 check-ins. This keeps your strategy visible without feeling forced.
Time It with Purpose: Reiterate key messages during pivotal moments—the start of a project, a big milestone, or after a key decision. People are more receptive when the message connects to something timely and relevant.
Research confirms that repetition works best when it’s naturally integrated into the flow of work, rather than feeling like an add-on. When it’s part of the rhythm, it doesn’t just stick. It shapes how people, think, decide, and act.
It may be less obvious, but one of the biggest benefits of continuous communication is trust.
When employees feel left in the dark, they don’t just miss the message—they lose confidence. Silence breeds confusion, disengagement, and resistance. On the other hand, leaders who communicate consistently create a rhythm that sustains focus, reinforces alignment, and builds credibility.
A leader’s presence, clarity, and follow-through go a long way.
Why Continuous Communication Builds Trust:
Reinforces Alignment: Regular touchpoints keep teams anchored to the same priorities, even as daily distractions pull them in different directions.
Builds Confidence: Repetition signals that the strategy isn’t a passing trend—it’s intentional, well thought out, and here to stay.
Creates Space for Feedback: Ongoing communication invites two-way dialogue, showing employees their voices matter and shaping the strategy based on real insights.
The Hidden Win:
Here’s an unexpected bonus: The more you say it, the clearer it becomes—not just for your team, but for you. Every time you articulate the strategy, you sharpen your own understanding, making you a stronger advocate.
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This post is an excerpt from my upcoming book, a practical handbook for executing strategy from an operator’s point of view. Drawing on decades of real-world experience, it’s designed to help leaders turn strategy into action through clear, actionable steps. Stay tuned for more insights and updates as we get closer to launch!
