Don't Micromanage the Message

We simply must accept that we cannot control everyone -- a challenge for many, from many perspectives. Yet, really, the best we can hope to do is to be as consistent and clear in our messaging such that people understand it, internalize it and share it in ways that are appropriate with how we intended it. We can only seek to shape actions by being clear and authentic in our own. If you have ambassadors out there, be they in the physical or the cyber world, don't spend energy worrying about controlling them (their message, or their actions); rather, give them the stories, connections, understanding and inspiration to spread your mission to people you might never reach otherwise!