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All leaders must spend hours identifying, refining, practicing, and internalizing the key messages they seek to convey to customers, employees, investors, dealers, and suppliers. Hollywood producers have it right: if you can't get your message across in a couple of compelling sentences, either you don't have a marketable story line or you haven't discovered it yet. Because it takes time and effort to learn what it is that one really thinks, more than one leader has to go back to the drawing board for remedial work.