Make messages stick. Make them: [from BNET]

1. Simple
2. Surprising
3. Concrete

Set clear objectives. To do this, manage by objective (MBO). [from BNET]

1. Be specific about your objective
2. Be sure your objective is measurable
3. Be sure your objective is achievable
4. Be sure your objective is realistic
5. Be sure your objective is time-specific

Things to avoid are:

1. Failing to stay focused on the objective
2. Allowing the process to become routine
3. Failing to tailor the approach
4. Failing to give meaning to people’s efforts