No stickability means
One of the greatest responsibilities of a Leadership Team is not just to set the strategic direction for the company, but to make certain that everyone understands the context of that direction, is aligned behind it and knows exactly where they are on the journey.
Leaders must articulate their vision, share ownership, establish Key Performance Indicators and then monitor and communicate progress to encourage ongoing buy-in.
Be crystal clear who your consumer or customer is and what you do for them better than anyone else can. These two things make for the essential promise of your brand: understand it, and stick to it.