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From Warfighting

It is important to recognize that many business
problems cannot be solved by communication means.
Some can, but rarely as anticipated. Communication tends
to take its own course as it unfolds.

We should base our decisions on awareness rather
than on mechanical habit. Rather, we must act on a keen
appreciation for the essential factors that make each situation
unique instead of from a conditioned response.

We must make our decisions in light of the audience’s anticipated
reactions and counteractions.

We should recognize that communication is not an inanimate
instrument, but an animate force which may have unintended
consequences that may change the business situation.

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