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From Warfighting

Effective communication is fundamentally an interactive social
process. It is thus a process of continuous mutual
adaptation, of give and take, of move and countermove.

Since communication is a fluid phenomenon, its conduct
requires flexibility of thought. Success depends in large part on
the ability to adapt—to proactively shape changing events to
our advantage as well as to react quickly to constantly
changing conditions.

It is critical to keep in mind that the audience is not an
inanimate object to be acted upon but a collection of living,
breathing human beings with their own goals, concerns,
needs, priorities, attention spans, and levels of desire
even to be in a relationship with us.

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