A CFO, a board member, a head of operations and a frontline manager can all support the same initiative. That does not mean they are making the same decision.
The CFO may be looking at financial logic and risk. Operations may be thinking about feasibility and disruption. A board member may be judging strategic fit and accountability. A frontline manager may be asking what will change on Monday morning and whether the organization will support them through it.
A single announcement can be clear to all four and still fail to move any of them. Clarity is necessary. Relevance is what makes the information usable.
The practical implication is not that every audience needs a different slogan. It is that leaders should stop assuming that the reason an initiative matters to the organization is automatically the reason it matters to each person involved.
The more consequential the initiative, the more costly it is to assume that everyone needs the same reason to act.
One initiative can require very different reasons to act.