Repeat it until you're bored with yourself
Mark Barry called it his Groundhog Day experience: each time officials or ministers changed, he had to take a deep breath and tell the same story again.
He gave the same South Wales Metro pitch to every council leader, every chief executive in Southeast Wales, every business group, every committee, and most of the council chambers, for years before Welsh Government picked it up. I did the same thing with Mini Switzerland.
Senior people often think saying something twice is repetitive; in reality, people need to hear it twenty times before it lodges.
Ad execs know that the story you’re sick of telling is the story your audience is just starting to notice.
Take Action
If you’re a leader
Pick the three messages your organisation or your stakeholders need to hear, and commit to repeating them in every meeting, every memo and staff meeting for the next twelve months. Target boring yourself rotten.
If you’re a team member
This doesn’t always come naturally - no one wants to sound like a robot. So specifically practice different things you can actually say that all land the same message.