Messages rarely stay whole as they move through an organization. What starts as a clear plan at the top often loses shape by the time it reaches the front line. Each layer adds its own interpretation; sometimes softening language, sometimes removing context, and sometimes trying to make it sound more relevant to their team.
Over time, the message that lands isn’t necessarily wrong, but it isn’t quite right either. Key details disappear, intent shifts slightly, and what was once direct and focused turns into something that sounds fine but doesn’t drive action. That slow decline in meaning is what creates clarity decay.
Preventing it takes structure and shared ownership. Leaders need to align on how messages are passed down and what must stay intact. The purpose, the key points, and the next steps need to be kept intact, even if the tone is adjusted for the audience. Every communicator in that chain should know where interpretation helps, and where it starts to blur the intent.
The most effective organizations make message clarity a shared responsibility. Clarity decays when no one owns it; keep someone accountable for how the message travels.
