This was a last-minute request: announce a new course.

On paper, it looked simple. In reality? Multiple emails, multiple senders, and a call to action buried so deep it might as well have been invisible. Chaos disguised as a plan.

The “agreed approach” wasn’t wrong—but it wasn’t working either. And that’s the point: following process isn’t the goal. The goal is clarity, engagement, and action.

A few principles can make all the difference:

• One clear sender gives questions a home and avoids confusion.
• Calls to action tailored to each audience make it obvious who needs to do what. Often, the real influencers aren’t the senior leaders, but the line managers supporting early careers.
• Timing matters. Avoid competing announcements and give your message space to land.

The result? Fewer emails, clearer ownership, and a message that actually got read—and acted on.

Lesson: Good internal comms isn’t about following process blindly. If the approach isn’t working, change it. Clarity, focus, and timing always win.