According to Gatehouse, communicating strategy, values, and purposes is a key priority for most communicators. At the same time, IBM reports that 72% of employees don't fully understand the company's strategy. So what are we doing wrong?

"The first mistake we often make when trying to communicate company strategy and value is to let the executives, who have developed this, use corporate jargon — those general words that have no meaning and can be applied to any organization, says Brad Whitworth.

The book Brad recommends for everyone who wants to tackle this mistake is called "The Cluetrain Manifesto" by David Weinberger.

The second mistake is that we don't do a good enough job in tying down that high-level strategy to the local levels of the organization. We need to help leaders at all those levels interpret that strategy and give employees tangible guidelines off the back of it.